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Wednesday, February 6, 2008

Appealing to Repeat Customers

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Too many retailers concentrate on how to woo new customers and, thus, they do not pay enough attention to what they can do to gain the loyalty and increased patronage of their repeat customers. For example, when was the last time that YOU ran a special sale just for current customers, communicated with your current customers via a phone call or direct mail piece, encouraged current customers to recommend new ones by giving the former a gift for doing so, sent birthday, anniversary, or Christmas / Hanukkah cards to current customers, offered extended shopping hours just for current customers, etc.? Unless you are actively engaged in all or most of these activities, you can do a better job in this area.
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Sunday, February 3, 2008

Upgrading to Contextual Category Management

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The concept of Category Management has been around for some time now, but it has never been a precise discipline. Even with the abundance of data and technology available today, many CPG companies struggle to develop effective Category Management strategies.

The reason? Many companies overlook essential data when they develop traditional, "siloed" plans for their various categories, viewing categories as stand-alone groups of products. This line of thinking ignores how shoppers behave outside a category—and why they shop in a particular way.
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