Modern retail requires more than simply selling goods — it requires building long-term, personalized relationships with customers. For this purpose, Torgsoft includes the additional feature "Customer Profile and Binotel Calls", which makes it possible to turn a standard customer database into an effective tool for encouraging repeat sales.
As the customer database begins to grow actively, business owners need to systematize communication, and a number of questions may arise:
"How can communication results be conveniently recorded in the customer database without having to open numerous unnecessary windows?",
"Where can information about a customer’s interests be recorded — for example, whether they have children, go hiking, play chess, or ride a bicycle — so that a relevant offer can be made later?", and
"How can a deferred offer be scheduled, for example, for the next season, so that the program automatically reminds the manager to make a call?".
The answers to these questions lie in correctly configuring interests, recording contacts, and using the reminder system directly in the customer card.
1. Customer interests: how to understand what matters to the customer and link it to goods
To address the need to record customers’ hobbies and preferences, Torgsoft includes an "Interests" system. Interests are the activities your customer is interested in, such as fishing, hunting, running, sports, and so on.
To automate this process, the program allows each interest to be linked to a specific goods type. In the "Marketing — Interests" mode, you create an interest name and add the relevant goods types to it. For example, sports footwear, sportswear, and accessories can be linked to the "Sports" interest.
Interests can be added to the program in two ways:
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Manually: the customer editing form includes a separate "Interests" tab, where a salesperson or manager can assign specific interests identified during communication with the customer.
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Automatically: this feature allows the system to analyse the customer’s purchase history independently. After clicking "Fill Interests Based on Purchases", the program analyses the customer’s previous purchases and automatically assigns the relevant interests if the customer purchased goods from linked goods types.
This allows you to create a clearly defined audience segment. By filtering the database by an interest, for example, "Hunting", you will know exactly who can be called or sent an SMS with an offer to purchase a new firearm or equipment at a discount.
2. Recording contacts directly in the customer card
To make it convenient for managers to record every interaction with a customer, including a call, message, or meeting, Torgsoft allows contacts to be created directly in the customer card. The "Contacts/Reminders" tab includes a contact creation button, eliminating the need to switch to other modes or create empty invoices simply to record information.
When creating a contact, the following key details are completed:
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Direction: "Incoming" if the customer called, or "Outgoing" if the manager called the customer.
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Information: a text field for briefly recording the subject and results of the conversation or order details.
All this information is stored in one place. This creates a complete customer record that any store employee can open to review the interaction history and understand the customer’s current needs.
3. Reminders: how to make deferred offers and avoid losing leads
A customer may ask to be offered a product several months later or to be notified when a new season begins. To avoid keeping this information in mind or writing it on paper, the "Reminder" switch is used.
The procedure is simple:
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When creating a contact, the manager selects the "Reminder" checkbox.
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The form expands, and fields for selecting the reminder date and entering text appear.
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To avoid entering the same text twice, the manager can click "Copy to Reminder", which copies the conversation details from the "Information" field.
How does the system notify the manager?
There is no need to search for scheduled tasks manually every day. When Torgsoft starts, the system automatically checks the database and, if the current employee has incomplete reminders scheduled for today, displays a notification with a list of tasks. After the manager calls the customer and makes the offer, they simply select the "Completed" checkbox. The program records the completion date, and the reminder is closed.
4. Practical use for repeat sales
After collecting information about interests and contact history, you gain a strong foundation for marketing. In practice, it can be used as follows:
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Segmented bulk mailings. Using the "By Interests" filter on the "Customers" form, you select a narrow target group. These customers can be sent a bulk mailing via Viber, SMS, or email if the relevant option is available, with information about new stock arrivals or the start of a sale.
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Warm calls (Telephony). Thanks to the Binotel integration, when an incoming call is received, the manager immediately sees information about the customer, previous purchases, and interaction history with reminders. This makes it possible to personalize the conversation from the first seconds.
Therefore, using CRM tools in Torgsoft removes the need for the business owner to keep information in separate spreadsheets or notebooks. Recording interests, regularly creating contacts, and setting reminders in advance help build a consistent loyalty system, increase repeat purchases, and significantly reduce the time spent by the owner and employees.
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