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.