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prada sunglasses aviator women picture for the corporate decision makers about the vitality of their prestige, retail landscape. But is just knowing this information enough to deliver value and develop stronger customer relationships?CRM Data Improves Customer ServiceLuxury shoppers don't go to stores just to buy things. Prestigious consumers place enormous value on the experience of the acquisition, expecting not only extraordinary service and the highest quality but also personalization and understanding. According to Greg Furman, founder and president of the Luxury Marketing Council in New York, "Luxury buyers want to see evidence that the store or brand understands who they are and what their buying patterns are." Sophisticated shoppers want to be recognized, be shown products that would truly be of interest to them based on their past purchases, and made to feel like they are the store's or brand's best customer.To remain in the retail lap of luxury, prestige brands must be able to provide a level of service that delivers on their promise of luxury. One way they can achieve that distinction is to optimize the collected CRM information and put it into the hands of their direct salespeople or online associates through hand held computers or a mobile phones; otherwise it will remain raw data. Empowering their floor and online sales force with real time data makes can be used to make the customer feel truly special because the sales associate can reference important, historical information about the customer, using it to add value to the shopping experience and probably additional dollars to the sale.Using CRM to Show Luxury Buyers They're Understood and RecognizedLuxury consumers are not receptive to mass e mails about store specials and sales; learning that everything is being marked down 50% is irrelevant to them. CRM data enables management to target an audience with an effective offer. If a savvy, prestige store crafts a message offering a discount based on a customer's historical purchases, the wealthier shopper will take notice because they're being recognized. Another method to show a store's best customers their buying preferences are appreciated and valued is for retailers to up sell or