BALL'S TO USE CRM TO TAP NEW SHOPPERS

KANSAS CITY, Kan. -- In a novel use of frequent shopper data, Ball's Food Stores, a 29-store chain here, is planning to employ a new customer relationship management system to reach out to shoppers in its market who have never set foot in one of its stores.According to Charles Owen, director of database marketing for the chain, Ball's is installing MarketEXPERT XR 4.0, the latest version of a CRM

KANSAS CITY, Kan. -- In a novel use of frequent shopper data, Ball's Food Stores, a 29-store chain here, is planning to employ a new customer relationship management system to reach out to shoppers in its market who have never set foot in one of its stores.

According to Charles Owen, director of database marketing for the chain, Ball's is installing MarketEXPERT XR 4.0, the latest version of a CRM solution from VRMS, Shelton, Conn., which is compatible with both the Oracle and the IBM

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