The Best CRM Setup for an Online Store

Types of Contacts to Track

For an online store, identifying and tracking multiple types of contacts is crucial.

Visitors who filled out a form: these leads have shown initial interest and deserve specific follow-up.
Customers with an order in progress: ensuring their satisfaction through to delivery is essential.
Customers inactive for 6 months: these former buyers can be re-engaged with targeted campaigns.
Ambassadors (loyal customers or high spenders): these segments generate the most value and recommend the brand.

By tracking these categories, the store can optimize its marketing and sales actions.

CRM Modules to Activate

A well-configured CRM integrates several modules to cover all needs.

Order tracking and history: it records every order, delivery status, and any returns.
Automated emailing (post-purchase, cart abandonment): workflows trigger automated thank-you and reminder emails.
Dynamic customer segmentation: the CRM updates segments in real time based on activity and profile.
Performance dashboards by segment: it displays key metrics (revenue, conversion rate, repeat purchase) for each segment.

These modules enable centralized management and quick decision-making.

Useful Custom Fields

Custom fields enrich customer records and refine the strategy.

Purchase frequency: calculated based on the number of purchases over a set period.
Average order value: identifies high-potential customers.
Preferred product categories: powers personalized product recommendations.
Acquisition source (SEO, social, ads): measures the effectiveness of each marketing channel.

These insights allow for hyper-targeted offers and messaging.

Example CRM Cycle

A visitor completes a contact or newsletter signup form.
The CRM sends a welcome email with a promotional offer.
After the first purchase, an automated thank-you email is triggered.
Thirty days later, a follow-up email for a new purchase is scheduled.
Loyalty continues through exclusive content and personalized offers.

This cycle ensures smooth support from prospect to loyalty.

Real-World Case: Organic Cosmetics Store

An online organic cosmetics store segments customers by skin type.
The CRM sends product recommendations tailored to dry, oily, or sensitive skin.
Abandoned carts trigger an immediate personalized follow-up email.
With this setup, repeat sales increased by 40% in six months.
Overall revenue grew by 25% in the same period.

Conclusion

With a well-configured CRM, your online store effectively structures the customer journey.
Data centralization makes re-engagement campaigns and targeted offers easier.
You thus improve conversion, loyalty, and save time on repetitive tasks.
Investing in the right CRM setup is essential to support growth and maximize profitability.