Lululemon had a tough quarter, so it warms my heart that the company has decided to focus on CRM to improve its online sales.
I personally don't wear yoga pants, but I even I know the athletic wear/athleisure space is very competitive. The company is correct in focusing on CRM, but here's the thing: it can't be just any CRM. The best way for the company to differentiate itself is to provide a superior customer experience to get them engaged with the brand.
However, Lululemon should consider using a different CRM than Athletica, Under Armour and its other competitors. After all, how can you provide a different (and better) customer experience when using the same CRM as your competitors.
Lululemon is focusing on its customer relationship management (CRM) strategies to engage shoppers and drive up sales. The company now logs over half of its guests in its CRM database to learn more about the way they shop and why.