CRM consultancy for retail

Close the gap between what your business wants and what your systems deliver.

Critchmere Consulting helps retailers make Salesforce, clienteling or customer data work the way stores actually work — from first scoping to the day-to-day reality of running it.

Start a conversation How I work

Led by Barry White — thirty five years in retail, on both sides of the till.

The problem

The brief was right. The system still isn’t.

Retail CRM projects often don’t fail at the technology. They fail in translation — between the boardroom that signed it off, the team that built it, and the shop floor that’s expected to live with it. Critchmere Consulting exists to do that translation.

Planning a programme

You’re scoping a clienteling or CRM programme and want it shaped by someone who has actually run one — before the budget is committed.

Live but unloved

The CRM is in, the invoices are paid, and store teams have quietly gone back to the little black book.

Data that disagrees

Your customer exists in the till, the website, the loyalty scheme and the CRM — and no two of them agree.

I’ve stood on both sides of the counter — and both sides of the build. That’s the whole job: making sure they understand each other.

Barry White, Founder
Services

Three ways to work together

Every engagement is delivered personally — you work with me, not a bench billed under my name.

Clienteling & CRM delivery

Take a clienteling or CRM programme from business case to live in stores. I scope it against how your teams really sell, keep the build honest, and stay until store teams actually use it.

Includes: discovery with store and head-office teams · platform and vendor guidance · implementation oversight · rollout and adoption.

Customer data that agrees with itself

Connect Salesforce to the systems retail runs on — POS, ecommerce, stock and loyalty — so every team sees the same customer, and trusts what they see.

Includes: integration architecture · data model review · a realistic single-customer-view roadmap.

Review & roadmap

Already live but underperforming? A short, structured review of where the system and the shop floor disagree — and a prioritised, board-ready plan to fix it.

Includes: a 2–3 week review · findings your exec team can read · a sequenced roadmap.

Not sure which fits? That’s what the first conversation is for.

How I work

A straight line from first call to working system.

  1. Listen

    A conversation, not a pitch. Where you are, what’s hurting, what “good” looks like in twelve months. If I’m not the right fit, I’ll say so and point you somewhere better.

  2. Diagnose

    A short discovery — head office and shop floor. You get written findings in plain English, not a deck of generic best practice.

  3. Deliver

    Design, build oversight, vendor management — hands-on, with a weekly update you can forward to the board without translating it first.

  4. Embed

    Training, adoption and a proper handover. The measure of success is your team running it confidently without me.

Critchmere Consulting is deliberately small. No account managers, no hand-offs — the person who scopes the work is the person who does it.

Who you’ll work with

Thirty five years in retail, on both sides of the build.

I started on the shop floor and worked through head office roles spanning everything from high-street general merchandise to global luxury houses and the great department stores — most recently as project manager on a landmark store’s clienteling programme. I know what a system has to do at 4pm on the Saturday before Christmas, because I’ve been the one using it.

I’ve also spent seven years on the supplier side, at one of the leading providers of Salesforce-based clienteling platforms — working in customer success and technical delivery, then leading the support team that kept those systems dependable for retailers worldwide. Having sat on both sides of the table, I know where projects can go wrong: the things neither side thinks to raise, or each assumes the other has covered. Finding those gaps before they cost you is half the job of scoping your project.

If the system isn’t doing what the business needs, let’s talk.

No pitch deck, no obligation — just a conversation about where you are.

Start a conversation
Contact

Start a conversation.

Tell me where you are — planning a programme, mid-project, or live and struggling. I read every message myself and reply within two working days.