Rumor: TMall Develops CRM System
Ebrun, 4/19/13
An industry source revealed today that Alibaba Group's B2C e-commerce site TMall has begun developing its own customer relations management (CRM) systems for TMall merchants. All CRM systems in use by TMall merchants are currently developed by third-party developers. TMall's self-developed CRM systems will offer accurate, authoritative, and timely data, and will incorporate business intelligence in classifying and tagging users via a number of metrics based on their activity on Taobao's platforms.
For instance, the source said, a customer with 20 purchases will have more than 50 tags associated with their account — enough to analyze their preferences for brands, colors, styles, clothing materials, size, and product prices, among other things.
The source said that He Zhi, co-founder of CRM service provider Shuyun Information Technology, is in charge of the TMall CRM project. When contacted by Ebrun for confirmation, both Mr. He and Alibaba PR declined to comment.
Keywords: e-commerce Internet B2C CRM Alibaba Group TMall He Zhi Shuyun
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