Wing Tai Retail, winner of the 2012 Singapore Quality Award, ambitiously set a 60% benchmark for CRM penetration rate as it was an external benchmark, based on a mature USA market, specially for the fashion industry, recommended by AIMIA, a data-driven marketing and loyalty analytics company and an international consultant for CRM. In 2009/2010 Wing Tai achieved a CRM penetration rate of 21% against the 60% target. In 2010/2011 the achieved rate was 27%. In 2011/2012 Wing Tai achieved a CRM pen...

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15.6.4 Market, selling & invoicing processes

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