 |
 |
Do you know your customers?
|
|
| |
Customer retention has many facets: part of it are coupons, customer and gift cards as well as directly approaching the customers. In order to be able to yield optimum effect in this regard you need to work with your customer data so that you can obtain the right insights. Customer Relationship Management is the demand specific orientation of the business model to the customer - in the sense of a long-term partnership.
|
|
|
|
|
|
Q.One turns your shop into a meeting place with added value. Provide your customers with incentives to return again and again and to do more than just execute the intended purchase. Win your customers through individual content and bind them to you with entirely personal one-to-oone communication. Here are some examples:
| Personalize the contents and address your customers directly. |
| Create interaction options for your customers and set up discussion forums. A community will evolve thatwill feel comfortable at your site. |
| Passen Sie Ihr Warenangebot den Bedürfnissen und Präferenzen Ihrer Community an. |
| Provide your customers with additonal information and other added values. |
| Create additional incentives through regular sweepstakes - if possible with a competitive note so that the players in your community motivate each other. |
| Provide the possibility to transfer messages via RSS-feed. |
| Offer bonus systems to your customers with incentives or refunds. |
Obligation or loyalty?
1. The strategy of obligation: You bind your customers with the impending loss of benefits. The possibilities are manifold and span all instruments in the marketing mix: For example you may develop products which are not compatible with products of other manufacturers. Launch discount systems which lead to financial losses upon cancelling before schedule. Tie customers up with exclusive discussion forums. Or create concrete contractual ties. Ideally you create a monopoly position for yourself, leaving your customers no other choice but to shop with you!
2. The strategy of loyalty: Here you prioritize customer benefit and consistently align all marketing activities to the goal of making your customers happy and content. Here as well the whole marketing mix offers a broad range of possibilities. For example you can associate your products with high service and quality standards. Another possibility is to grant long-term price guarantees or incentives. In communication the personal approach and an attentive complaint management are essential. And the distribution also offers various possibilities, such as direct delivery free of charge.
| | | Nothing will bind customers more strongly than visitor oriented worlds of experience which offer contents far beyond product and company information. | |
|
|
|
|
