Building the Customer Specific Retail Enterprise
Product Description
The understanding and use of customer information as gathered through retail frequent shopper programs has forever changed the retail playing field. Yet many retailers are not using this information strategically, putting themselves at a competitive disadvantage and leaving untold profits on the table. And many packaged goods and private label manufacturers have yet to grasp the powerful implications of this information for their own businesses. In this g… More >>
Building the Customer Specific Retail Enterprise
Tags: Building, Customer, Enterprise, Retail, Specific
This is a fabulous resource for “mining” your best customers.
We have a great customer specific marketing system now with over 80% of our dollars coming from our “preferred customers” who have a card. We are a specialty high end retailer, not a supermarket. We are an independent, with only two stores in our market, and this type of marketing is great for us!
This book can take someone just starting to a new level. The book is heavily about supermarkets, but there are valuable lessons to be learned if you are not a supermarket. For example, we began to mail to our best customers, as this book recommended, and had a good increase in sales.
If you study this book, you can find out which customers bought from you in the past and have dropped off. You can pinpoint the “gold” customers and find ways to reach them.
This book takes customer specific marketing to a new level. The comments and practical resarch in the book are great.
There are many other points that this book brings out. For example, if a Walmart or other very price competitive store comes in your area, what do you do? You don’t just depend on the data based marketing procedure you have. We learned this lesson the hard way last Fall, before I read this book.
I highly recommend this book to retailers.
Rating: 5 / 5