From simple sales notes in notebooks to the most advanced artificial intelligence systems, one thing is certain: technology changes, but the human essence does not. With this perspective, professor and marketing expert Jholy Mello presents in *CRM in Retail: From Mr. Joe to the Age of AI* the transformation of commerce over the years. Through the symbolic figure of "Mr. Joe" and his notepad, she shows how tradition and innovation walk hand in hand to transform brands and support strategies indispensable to contemporary retail.
Considered the cornerstone of business, CRM ( Customer Relationship Management ) is a management philosophy that places the customer at the center of decisions, segmenting profiles and personalizing experiences to transform interactions into lasting bonds. According to the author, when well applied, this strategy directly impacts sales, increases profitability, and strengthens customer loyalty, becoming a key element for competitiveness in today's market. In this sense, it is understood to be a central methodology that connects brands to the real needs and emotions of people.
CRM isn't about knowing the name. It's about knowing the unspoken. About looking at the customer and capturing what even they haven't yet formulated. The Empathy Map is about moving beyond "how old are they?" and towards "what makes this person get out of bed?". In the world of data, the Empathy Map is what transforms a customer profile into a human being.
( CRM in retail: from Mr. Joe to the age of AI , p. 31)
By blending personal stories, everyday metaphors, and real-life examples, Jholy Mello translates complex concepts into practical situations. Amazon is presented as a benchmark in personalization, anticipating purchasing desires. Nike uses data to build community and engagement around lifestyle. Sephora , builds customer loyalty with points programs and tailored offers. Each of these case studies from major brands serves as guidance for small and medium-sized retailers on segmentation, customer journey, app usage, automation, and social commerce —a strategy where the consumer doesn't need to go to the website or app to make a purchase.
CRM in Retail: From Joe to the Age of AI is a guide on how technology can enhance processes and decisions, but human relationships, care, memory, and trust remain key to success. "While most books focus on corporate processes, B2B models, management, sales, or branding , this work offers a unique proposition: to show CRM as the backbone of retail," concludes the author.
TECHNICAL SPECIFICATIONS
Title: CRM in Retail
Subtitle : From Joe to the Age of AI
Publisher : Dialética
Author: Jholy A. Mello
ISBN: 978-65-270-7669-8
Pages: 171
Physical book price : R$ 74.90 ( Dialética Publisher Store ) and R$ 123.52 ( Amazon )
Ebook price: R$ 52.43 ( Kindle )
