A small retailer uses CRM to make a big splash

The same thing that brought loyal customers to the doors of Mitchell's of Westport in 1958 brings them to Mitchell's today. Unparalleled personal service for each and every customer who crosses its threshold allows this high-end retail men's and women's clothing store - along wit...

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Bibliographic Details
Published in:Apparel Industry Magazine 2000-10, Vol.61 (10), p.30
Main Author: McCaig, Mary
Format: Magazinearticle
Language:English
Subjects:
Case studies
Clothing industry
Clothing stores
Corporate planning
Customer relationship management
Customer services
Inventory
Management
Network computers
Personal computers
Retail industry
Retail stores
Sales
Trends
Websites
Women
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Summary:The same thing that brought loyal customers to the doors of Mitchell's of Westport in 1958 brings them to Mitchell's today. Unparalleled personal service for each and every customer who crosses its threshold allows this high-end retail men's and women's clothing store - along with its counterpart, Richard's of Greenwich - to effectively compete for business with such New York City staples as Saks and Barneys. Armed with an AS/400 computer system from IBM, Mitchell's is on the forefront of retail business, using technology to enhance customer service rather than replace it and to build a solid, long-term relationship with each customer that walks through the door. Soon Mitchell's will launch a Web site, with the ability to merge such things as order entry and planning from the Web site to the AS/400 platform.
ISSN:0192-1878