ICT and e-Business Impact in the Retail Industry - empirica
ICT and e-Business Impact in the Retail Industry - empirica
ICT and e-Business Impact in the Retail Industry - empirica
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e-<strong>Bus<strong>in</strong>ess</strong> <strong>in</strong> <strong>the</strong> <strong>Retail</strong> Sector5.5.4 Lessons learnedThis case study illustrates <strong>the</strong> successful implementation of a CRM solution with a rapidreturn on <strong>in</strong>vestment <strong>in</strong> terms of benefits achieved. It is important to highlight that such asolution is not only suitable for large enterprise but also for small bus<strong>in</strong>esses due <strong>the</strong>simplicity of <strong>the</strong> solution <strong>and</strong> <strong>the</strong> small budget required to put it <strong>in</strong> place: <strong>the</strong> solution isnot a complex system <strong>and</strong> can easily be adapted to <strong>the</strong> specific needs of a company.The company <strong>the</strong>n just needs to pay licence fees on a yearly basis <strong>and</strong> can outsource <strong>the</strong>ma<strong>in</strong>tenance of <strong>the</strong> system to an external company. This makes such a solutionparticularly suitable for small firms that do not have an <strong>in</strong>ternal IT department.Several factors have contributed to <strong>the</strong> success of this project. First of all a companyshould carefully analyse its functional needs <strong>and</strong> dist<strong>in</strong>guish <strong>the</strong> different functionalities itwants to deploy. ‘In order to facilitate <strong>the</strong> adoption, <strong>the</strong> deployment should be donefunctionality by functionality start<strong>in</strong>g with <strong>the</strong> most basic one’ recommends StephaneBayle, <strong>the</strong> CRM project director. The Cas<strong>in</strong>o Group started with <strong>the</strong> deployment of acentralised customer database which was <strong>the</strong> most important functional requirement.Ano<strong>the</strong>r important po<strong>in</strong>t was <strong>the</strong> <strong>in</strong>tegration of a “representative” panel of users <strong>in</strong> <strong>the</strong>project from its very beg<strong>in</strong>n<strong>in</strong>g. Thanks to <strong>the</strong>ir active participation <strong>in</strong> choos<strong>in</strong>gfunctionalities <strong>and</strong> <strong>in</strong>terfaces that meet user expectations <strong>the</strong> solution is widely used <strong>and</strong>accepted by <strong>the</strong> end-users.Even if <strong>the</strong> return of <strong>in</strong>vestment of this project cannot yet been calculated, Cas<strong>in</strong>o isconv<strong>in</strong>ced that this project will br<strong>in</strong>g great value to <strong>the</strong>ir customer-centric strategy <strong>in</strong> <strong>the</strong>near future.5.5.5 ReferencesResearch for this case study was conducted by Caren Hochheimer, Altran, on behalf of<strong>the</strong> Sectoral e-<strong>Bus<strong>in</strong>ess</strong> Watch. Sources <strong>and</strong> references used:Interview(s) with Stéphane Bayle, 4/01/08, Sa<strong>in</strong>te Etienne FranceCas<strong>in</strong>o group Company annual report 2006Websites:• http://www.groupe-cas<strong>in</strong>o.fr• http://www.e-deal.com/• www.logicacmg.com• http://www.geant-collectivites.fr/155
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