Establishing a Customer Journey with a Little Sparkle


If you haven’t been in a charming charlie store, put it on your bucket list. The award-winning fashion jewelry and accessories retailer has been delighting women of all ages since 2004. The company has 242 stores in the United States and earned a 656th ranking on Inc. Magazine’s list of Top 5,000 Fastest Growing Businesses in 2010, which is about when I discovered them.

To extend this success, charming charlie implemented a comprehensive customer marketing and loyalty program using Epicor Retail CRM. They started small and achieved big results. The journey started with encouraging customers to visit their stores or Web site and provide them their e-mail address. This allowed charming charlie to build more awareness with their customers on merchandise trends, new stores, and offerings. This not only encouraged customers (me) to shop more frequently, it also gave them more insights into “my” preferences and needs. This then allowed charming charlie to tailor offers more specifically to “me” and reward me for “my” loyalty. A win-win for me and charming charlie.

To hear more of charming charlie’s new loyalty program, as well as its tight integration with Epicor Retail Store for real-time CRM and Rewards, review the recent video interview by RIS News, with John Hnanicek, CIO of charming charlie and click here to read the full charming charlie CRM case study on

To quote charming charlie – they helped me find my “fabulous”, hope they help you find yours!

Posted by Diane Cerulli, director of marketing
Epicor Retail


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