Fashion! CRM Marketing and Customer Retention with Ted Baker’s Nicky Lomax

In this episode of the eCommerce MasterPlan podcast, CRM expert Nicky Lomax shares valuable insights on creating an effective CRM-based retention strategy. The discussion highlights key elements such as performing data audits to ensure seamless integration and functionality of data touchpoints, using SMS marketing wisely, and negotiating better deals with suppliers. Nicky stresses the importance of team involvement and empowerment for successful CRM implementation. He advocates for a comprehensive approach that begins with foundational checks before diving into tactical strategies, and he underscores the often-neglected skill of negotiation to optimize CRM costs and enhance supplier value.