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Interview

“We do not deal with data, but with fashion“

Whether it’s Payback, Ikea Family or Bahncard – there is no ideal customer card. A conclusion, Stiftung Warentest (the German equivalent of “Consumer Reports“) arrived at in August. They investigated how big the average financial benefit is and how customers can collect discounts or points. From a total of 25 providers, the testers liked the customer card of fashion chain store Adler best. Thomas Wanke from the Adler management team explains why they make do with limited customer data.

Customer management instead of mom-and-pop shops

Mom and pop knew every customer of their store personally. They knew which product suited which of their customers. Today, chain stores have pushed the small merchants aside, but they would like to know their customers as well as good old mom and pop did. Customer relationship management helps them with this. But CRM is more than just a buzz word; it is a higher standard for the entire company.