Retail Hero: Pinpoint marketing is personalized marketing: it is customer focused; it's the most cost effective for of advertising, it builds customer loyalty. But sending the wrong message to your customer can end the strongest of the relationships. Inviting a customer for a sale on petite pants when she is 5'11" can lower the expectation level of future marketing pieces you send. You need to manage your customers’ information to better serve the customer and create fulfilling experiences. You make your customers feel important when you have what they want, when they want it, at a price they want to pay, and remind them that you have it. It's about sharing your message with the right person. That's what the advertising, marketing and customer management are all about. Your Retail Management system should collect variety of information about your customers and help you in other ways, such as:
- To know what’s your store's and employee's individual average transaction size?
- To know what’s your store and employee average units per transaction?
- Generate friendly reminders to customers on items that match their customer profile preferences?
- Generate pertinent marketing messages to specific individuals or groups of customers (Special event, birthday cards, private sales, friendly reminders of preferred merchandise etc.)
- Generate and handle gift certificates, collect and redeem customer loyalty points
- Generate special orders in your system
- Track where your customers buy: online, through catalogue or in the store
- Track customers by spending levels or price categories (e.g. clearance vs. full-price customers)
You must know the importance of average figures and you know how to motivate employees to improve their standing. Friendly reminders should become your cost effective way to up-sell and cross-sell and yet is perceived by customers as additional service. When you track price-level buying patterns you are able to develop pinpoint marketing campaigns and promotions. Your system should be not only data collector but also a friend maker.
There are some customers who are regular price customers. They buy from you because you have what they want and they will buy regardless of price. This type of shoppers is endangered species. The opposite buyers - clearance vultures, bargain hunters - you need to know them too! The reason is when you need to markdown and to move you know who to market to. There’s no need for you be doing things the hard way which perhaps may causes you some sleepless nights. You shouldn’t be missing wonderful revenue generating opportunities available through integrated sales/marketing approach. When you take full advantage of technology, the doors open for you.
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