When CRM solutions first emerged, many retailers got caught up in the excitement and rushed to adopt the cutting-edge technology without first setting goals for CRM implementations or even identifying what type of data they needed to collect. Others gathered any information they could, then didn't know what to do with it. Now, by capturing transactional data collected through proprietary payment tools and point-of-sale software, retailers are marrying the "what" of behavioral data to the "why" of attitudinal data. "They know what's happening and the emotional triggers behind the activity," said marketing consultant Mike Capizzi. This type of intelligence helped Walmart respond effectively when hurricanes were due to hit the Gulf Coast and Florida. The company rushed Pop-Tarts and beer to affected areas. "Walmart has strong identification of its core customer," Capizzi said, "and its core customer wants something to give to a scared and hungry kid to calm him down." The beer, we presume, was a no-brainer.
