Nicky Lomax is a CRM specialist – spending 10 years at marketing and data agency more2, creating both acquisition & retention data strategies for BIG retail brands like Loaf, Charles Tyrwhitt, Book People, Joules, Sweaty Betty, and hush!! She now works brand side most recently running CRM projects at The Perfume Shop, Yoto, This Works and Ted Baker. 

 

In this episode, we discuss: 

• 🔹 How to know when it’s time to upgrade from email marketing to a full CRM 
• 🔹 The biggest data mistakes businesses make—and how to fix them fast 
• 🔹 Why your CRM might be hurting customer retention instead of helping it 
• 🔹 The secret to tracking performance and making your CRM work smarter 

 

Dive in: 

[06:06] Experiencing retail process firsthand. 

[08:57] Business structure impacts effectiveness. 

[11:15] Building cross-functional business relationships. 

[15:15] Back to basics: tech fundamentals. 

[19:07] Evaluating data reporting systems. 

[21:37] "AI Algorithms Overtaking RFM Strategies" 

[23:29] Insider Tips from Nicky! 

 

Find the notes here: https://keepopt.com/247

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