Retail Solutions - Dunhill ups CRM strategy with IBM solution

Luxury goods specialist Alfred Dunhill has set up a customer relationship management solution with IBM and Computer Software Group (CSG).

The system is intended to boost the Richemont Group subsidiary's Christmas sales by capturing and storing customer information, both at the back office and within till points, so staff can make recommendations based on previous purchases. IBM and CSG claim that, at present, loyalty schemes are not able to provide this level of information to the till.

The system, called Talent, is based on IBM iSeries hardware and is fully integrated with Dunhill's bespoke back-office systems.

Dunhill director of operations Bruno de Terline said: 'Talent ensures that customer buying behaviour is at the heart of our marketing strategies by increasing our understanding of customers' needs. With this in-depth knowledge we can boost our sales effectiveness through targeted marketing campaigns.'

The solution will be installed in Dunhill stores in 36 countries, including five outlets in London and one at Gleneagles Hotel in Scotland.