The Right Start Uses RightNow for CRM

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RightNow Technologies said yesterday that The Right Start, a national retailer of juvenile products with 33 storefronts nationwide and an online presence, is using RightNow Marketing to boost sales and promote customer loyalty.

The Right Start has realized a 20 percent improvement in its in-store promotions, optimized communications with 60,000 customers nationwide and gained valuable insight into consumer behaviors by market segment, according to RightNow, Bozeman, MT. The Right Start also has reached 335,000 prospective customers and continuously built a high-value customer/prospect database.

"RightNow Marketing has empowered us to build tremendous customer intimacy with just one full-time manager and zero drain on our IT department's financial and human resources," said Hope Neiman, The Right Start's senior vice president of marketing and development. "It has quickly become our primary platform for driving traffic to all of our channels, fostering customer loyalty and maximizing the scope and quality of our CRM data."

RightNow Marketing lets Neiman quickly create and deliver tailored messages to consumers from The Right Start database and purchased lists. She can easily program appropriate conditional actions to occur when recipients respond or fail to respond, and track open and click-through rates to measure success and determine how to refine and better target future campaigns.

For example, by providing customers an e-mail coupon they can take to a store for redemption, The Right Start can drive retail traffic and generate more immediate revenue. This online support of bricks-and-mortar retail operations also gives customers the sense that they are dealing with a single company via multiple channels, rather than a local store and a Web site that have nothing to do with each other.

The Right Start also uses RightNow Marketing to segment promotions by the age of a customer's child and to notify local customers about activities at a specific store, such as special sales or a change of hours.

Melissa Campanelli covers postal news, CRM and database marketing for DM News and To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting


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