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Establishing Customer Database Is A Marketing Strategy.

2008/8/14 18:12:00 24

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No matter what business is done, it is necessary to sell goods to customers, satisfy them and make them purchase through multiple purchases, and gradually form a convention.

The reporter learned about a case that might give investors a bit of inspiration.

Mr. Tang is the store manager of a clothing store. He attaches great importance to customer management, establishes a customer database, and therefore establishes good customer relationship with customers. The business is very satisfying.

　據了解，開業之初，湯先生就著手建立專賣店的顧客數據庫。他要求每個營業員都要盡可能的留下顧客的詳細檔案數據及購買偏好，并且設計了EXCEL表格，從而實現了簡單的電腦數據庫。其中包括姓名、性別、手機、電話、生日、通信地址、購買日期及款式、二次購買日期及款式、月度購買頻次、建檔人。

In fact, this is a very simple form. If the salesperson can persuade the customer to leave the first five messages, then the person's complete file will be established.

Some customers do not want to leave too much information, the shop assistant will persuade him to leave his name and phone number, tell him that the store will regularly visit the old customers; if they leave a correspondence address, they can receive the fashion monthly magazine from time to time; if they leave the birthday date, they can get an unexpected birthday gift on their birthday; if they leave all the information, they can also participate in the lucky draw of lucky customers.

Of course, customers can only see the first five items of the form, and the latter ones are directly operated by the salesperson in the computer.

Reporters believe that the most important information here is the customer name and mobile phone number. As the most popular communication tool, mobile phones of urban residents have more than 90% mobile phone penetration. The salesperson of clothing store can send them the latest promotional information via SMS, which can be one-to-one marketing, and can send messages and congratulations during the festival to enhance their feelings.

After a period of operation, the database of the clothing store has recorded hundreds of customers' information. Mr. Tang will analyze the customers' purchase frequency and preferences, then send different short messages to different customers with his cell phone. He has been expecting them to continue to shop, and when he changes his seasons in each garment, he will send SMS messages to every old customer through his SMS service registered on the Internet, so the cost of instant communication is very low.

In addition, he will send the fashion brand monthly to the customers who buy more frequently, and send cards to them during festivals such as Spring Festival and Christmas.

Through a series of efforts, the clothing store firmly grasped a group of loyal customers.