Customer Relationship Management systems manage the interaction between the retailer, their customers and potential customers. Generally tracking the movement of a person from the first contact on-line to the full purchase, return and reward cycle. With the rapid growth of on-line retail giants, the modern CRM system is critical to the bricks and mortar retailer enhancing their relationship with the customer. The customer does not differentiate whether they deal with a retailer on-line or in-store. A competent CRM system is the key to enhancing this relationship.