Customer relationship Management in retail industry--loyalty marketing

If I have a chance to make another career choice, I think I might choose the retail consumer goods industry. Because customers here are so sincere and meticulous about their own interests, as long as you really create value for them, they will be loyal to you. So when greater CRM manuscripts to me, I didn't hesitate to choose the theme for this month.

Retail is detail, the industry seems to have no secrets to speak of, many of its surface business processes are actually very transparent. We all know that to carry out effective merchandise display, appropriate with the manufacturer's brand and its own brand, from the customer parking to checkout to provide meticulous service .... You may find that the executive power of an enterprise is so important in this industry, but in addition to the implementation of these processes, how to better meet customer needs and create more value?

First from the point of view of the boss to ask CRM basic questions:

? Who is the most beneficial customer for me?

? How do I attract and maintain such customers?

? How can I train other customers as such?

Today's large supermarkets have membership card system, so if you have a basic information system should be able to answer the first question, but the second and third question the answer is debatable. Today, many retail industries are faced with how to identify the characteristics and needs of consumers, how to conduct more effective marketing and consumer loyalty management issues.

Loyalty Marketing in retail industry

Because space is limited, here is a brief introduction to retail industry loyalty marketing Management core process. First let the customer be happy to apply for a membership card (through the shop counter, call center, the company's web site for inquiries, applications and related services), and then collect relevant customer information, including family, work, personal information, and then encourage consumers to purchase through POS use their membership card, through a certain period of time, The POS sales data are uploaded into CRM Business Intelligence for Data modeling and correlation analysis, producing different types of customer groups, understanding the behavior of customer groups, designing corresponding product strategies and designing different marketing activities according to the characteristics of customer group; performing marketing Measuring results in CRM Business intelligence and learning the customer's behavioral response.

You can see that the process of membership is the key, through membership card system can more accurately understand the relationship between customers and products. In the absence of such a link, it is difficult to quickly track the changes in customer sales characteristics from a large amount of complex information, and not to understand the customer's potential needs and product consumption cycles. In the face of high value customers buy historical information can not provide what kind of customers will usually buy different grades of goods, will continue to buy on the mall or supermarket other related consumer goods. The analysis of these decisions and sales leads is not possible in the original case.

To do effective marketing is to do more to try, to gain valuable experience on the effective marketing activities. And according to the core process described above we can more quickly find that the way the goods are placed in that category of customers the most impact, is it just the kind of customer base we care about? A new product has soared over the past one months, which customers have bought it, and whether the purchases have persisted, What is the impact on other similar products, and is the overall profit of the target customer base decreased?

When we talk about profits, the cost of goods comes along and we suddenly find that a complete customer and commodity analysis must be handled in conjunction with the POS system, the financial system and even the supplier management system. Because the most sold goods are not necessarily the most profitable, the surface of high margin products may be its storage costs, transport costs, shelf costs are very high, calculate the actual profit may be very few. Therefore, the retail industry high-level analysis of the basic information supply will have certain requirements.

Of course, to implement such a retail business loyalty marketing process, the relevant team organization is essential. In the final analysis, it is to create a customer-centric organization, including customer group managers, motivate customers to work closely with the business, and cross-sectoral cooperation, and thus promote the overall sales. Here are some suggestions:

? Clear goals and plans for how customer loyalty Marketing management will save expenses and increase revenue

Retail companies know that customer relationship management plans are a big investment. Most people expect an information technology budget of millions of dollars, but few know that it is more costly to manage a customer loyalty program and profit from it. Always focus on understanding where there is financial gain before investing. With such a focus, the customer Relationship management program aims to fix the maximum value for retail businesses and suppliers. From planning design, analysis, data collection, customer benefits, operations and so on are the financial can be more optimized design, and can realize the appropriate cost into the achievable financial returns. So, the original cost center unit can also be changed to profit center. (specifically visible greater CRM this year General Conference CRM Roi Project.) ）

? Let consumer goods suppliers in the beginning

The valuable information of the retail enterprise can be used by the consumer goods supplier to understand the customer, and ensure that the goods from the consumer goods supplier meet the customers ' needs. Of course, this information can be provided at a cost, the two sides share the cost of the programme. Consumer goods suppliers desperately need information from the program to shift from old-fashioned supply to customer service orientation, and they are usually willing to pay the price.

? Turn customer relationship management into a two-way channel for customers

Customers provide their information to the enterprise and they will slowly join and use the program. What do they get in the membership system? There could be a cheaper price. What happens if you intervene in new product development? Maybe they liked it better. such as the extension of existing products, such as their favorite new color of the blouse, or in the favorite juice added a specific vitamin. To be successful, not only by getting more information from customers and by offering more goods, but also by building a strong relationship with customers and providing them with what they want, they will be loyal to you.

I do not know that you now like me to aspire to retail this industry, or want to go to a large supermarket to apply for a member, to experience their customer relationship management.