The CRM tools that SCVL will implement in 2019 will be a key driver of digital sales with a target of 10-12% of total sales in the next couple of years from just 7% today, management told the ICR conference. SCVL has been rapidly expanding its CRM and customer data analytics capabilities, which are expected to come online this year, and hired McCann as its new ad agency to turn that new trove of data into customer engagement. The focus will be much more on one-on-one consumer contact through digital and social media marketing, and SCVL also hopes to use ... Log in to view full article.