Click here to read the full article.
PARIS — Social distancing may be the new norm, but so, too, is getting up close and personal. While shopkeepers diligently apply bright, new floor markings to regulate store traffic, brands are also busy working behind the scenes to forge deeper, more personal ties with clients.
Customer relationship management has emerged as a key element to pandemic-era strategies as brands and retailers across the spectrum seek to steer their businesses through choppy trading conditions.
“What we are sure of is this crisis will end at some point, and it’s important that the brands actually get out of this tunnel in good shape — in good enough shape at least with their customer assets — the relationship assets — so that if they have cash to restart the engine, they can do that in the best possible way,” said Marc-André Kamel, partner and director