Harvey Nichols PLC C a s e Empowering Point-of-Sale Employees s t u d yCustomer Details Luxury lifestyle store Harvey Nichols uses CdC MarketFirst andHarvey Nichols PLCwww.harveynichols.com Pivotal CRM to capture customer information and enhance the customer experience.Country or RegionUnited Kingdom, Turkey, Hong Kong, and UAE Harvey Nichols is an international luxury lifestyle post-implementation. Furthermore, the company store, renowned for the breadth and depth of its requires that the system be easily deployableIndustry exclusive fashion merchandise.

1. Harvey Nichols PLC
C a s e
Empowering Point-of-Sale Employees
s t u d y
Customer Details Luxury lifestyle store Harvey Nichols uses CdC MarketFirst and
Harvey Nichols PLC
www.harveynichols.com Pivotal CRM to capture customer information and enhance the
customer experience.
Country or Region
United Kingdom, Turkey, Hong Kong, and UAE Harvey Nichols is an international luxury lifestyle post-implementation. Furthermore, the company
store, renowned for the breadth and depth of its requires that the system be easily deployable
Industry
exclusive fashion merchandise. The store offers via a web interface across the numerous
Fashion many of the world’s most prestigious brands in locations in which Harvey Nichols operates.
Customer Profile womenswear, menswear, accessories, beauty, The combination of CDC Software’s integrated
food, and home. CDC MarketFirst and Pivotal CRM stood out
Harvey Nichols is a high-end fashion retailer
with five stores across the UK and three as a highly flexible solution that met all of
With its reputation for luxury, Harvey Nichols these requirements.
international franchises in Turkey, Hong Kong,
and UAE.
is much more than a place to buy fashion
merchandise. The company prides itself on With the systems now in place, the
Business Situation the customer experience and on building Harvey Nichols team is currently running
Following more than four years of putting a relationships with customers at the point of sale, a customer-service trial that will determine
solid IT infrastructure in place, management through their HNews newsletters, events, and how the company can maximise the use of
was ready to implement a system that would promotions, as well as through their online store. the system. The flexibility of the system will
bring together the company’s disparate streams ensure that the team can adapt and customise
of data to create a comprehensive view of empowering the Front Line the solutions over time as they learn more
customers and their behaviour.
Martin Schofield, IT & Logistics Director at about their customers’ and users’ needs.
Solution Harvey Nichols, had a vision when he joined
Harvey Nichols has revolutionized their ability Harvey Nichols four-and-a-half years ago. ensuring an effortless and Indulgent
to understand, adapt, and leverage customer “I wanted to empower employees with a tool shopping experience
interactions using CDC Software’s CDC that would help manage the relationship with The CDC Software systems are fully integrated
MarketFirst marketing automation system each individual customer,” he explains. The with Harvey Nichols’ current Merret sales
and Pivotal CRM customer relationship system he envisioned would allow the company transaction database, ITIM till interface, and
management system. By implementing these
to identify trends in spend-point triggers and FRESCA online store. Integrating these systems
solutions, the company has created a closed-
loop marketing process that is fully integrated
how, as a value-added organization, they has brought several streams of data together
with the sales cycle and offers valuable data could best leverage their retail, hospitality, to make a powerful pool of intelligence. Merret,
about the effectiveness of the company’s and web operations. the company’s internal transaction system,
marketing initiatives. contains a record of every sale and provides a
After laying the foundations and putting in place
view of stock levels. Integrating this component
Benefits the infrastructure, Mr. Schofield is now in the
has provided the company with a historical view
The solution will: process of bringing “operational CRM” to the
of transactions for each customer. FRESCA
shop floor.
• Increase per-customer sales through better allows people to sign up and use Harvey
customer knowledge and understanding To help realise his vision, Schofield has Nichols’ online store. CDC MarketFirst has
• Empower point-of-sale employees to present implemented two software solutions from CDC provided the ability to integrate this information
different promotions and events to the Software: CDC MarketFirst, a sophisticated into the till system to ensure that customers
customer on the spot marketing automation and lead management who have registered online are automatically
• Enable the marketing team to launch more system, and Pivotal CRM, a flexible and robust registered in-store. Finally, using the ITIM till
targeted campaigns than ever before customer relationship management system. interface, point-of-sale employees are able to
identify customers and/or capture information
• Support online event marketing and before proceeding with the sale. Integration
registration through the company’s FRESCA Flexibility Post-Implementation
with CDC MarketFirst allows this system to
online store For Schofield, a key differentiator for CDC
feed information into an overarching customer
• Provide full visibility of individual marketing MarketFirst and Pivotal CRM, compared with
record, enabling the marketing team to develop
campaign effectiveness other products on the market, was the low
and deliver customer-specific promotions and
cost of implementation. More importantly,
• Streamline and enhance the sales process offers, as well as the company’s customer
a critical requirement in system selection was
from end to end newsletter, all through CDC MarketFirst.
that the solution be flexible enough for the
company’s internal IT team to customise
CDC Software | Case Study

2. Schofield explains: “Building on basic customer data, we are
also beginning to use the CDC MarketFirst tool to hold more
detailed information on our Personal Shopping customers.”
The Personal Shopper will provide shop-floor staff with access
to a comprehensive profile of high-value customers, including
preferences in things such as colours and styles, as well as all
measurements. This will enable shop-floor staff to ensure that
these customers have an effortless and indulgent experience.
Highly anticipated Results
Harvey Nichols is expecting the system to generate an
increase in per-customer sales revenue as a result of being
able to clearly see the customer’s preferences and spending
triggers and translating this information into powerful
point-of-sale tools for customer-facing employees.
“ With CDC MarketFirst and Pivotal CRM, we are
empowering our point-of-sale representatives with
the tools to interact with, and provide value-added
services to, each customer that they serve.
”
Martin Schofield
IT & Logistics Director
Harvey Nichols
“For us, CRM is all about empowering teams across the
organization with a strong understanding of their customers,
in order to enhance the customer experience,” says
Schofield. “With CDC MarketFirst and Pivotal CRM, we are
empowering our marketing team with the ability to plan and
execute targeted campaigns from a central point. At a more
fundamental level, we are empowering our point-of-sale
representatives with the tools to interact with, and provide
value-added services to, each customer that they serve.”
Schofield concludes, “The company is also expecting
a stronger response to marketing activity as a result of
being able to create much more focused campaigns,
based on solid data collected on our customers and their
spending trends. The fully integrated system will also
provide us with full visibility to enable us to measure the
effectiveness of individual marketing campaigns. We’re
very excited about the possibilities that CDC MarketFirst
and Pivotal CRM offer.”
Learn More about Pivotal CRM and CdC MarketFirst
To learn more about how solutions from CDC Software can help your organization increase efficiencies and enhance the customer experience, call us today
at +44 (0) 1604 614197 (in the UK) or +1 877-748-6825 (in North America), or visit us at www.CDCsoftware.com for a full list of international offices.
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