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September 2009
Direct to Consumer: Integrated Customer Records
More and more wineries are integrating their customer records and using them for more sophisticated markets.
by Paul Franson
Most marketing and sales experts at wineries see a future when all their customer records are integrated into one database that includes wine club, tasting room sales and Internet orders, but few have reached that nirvana. Instead, many limp along with different systems for each operation, deterred by the complexity, cost and time required to combine them—and by tales circulating around the industry of former problems. To determine where things stand, Wine Business Monthly surveyed 406 w...
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