Viewing precision marketing from the change of delivery mode of Carrefour DM

Recently, open the downstairs of the books and magazines, see the Carrefour DM advertising paper is no longer be directly stuffed in, but in the envelope inside, by mail to come. Then look at the adjacent other tenants of the books and magazines, some also have, some are empty. Look at the postmark on the envelope and show that the mailing fee is 0.4 yuan.

Previous Carrefour DM advertising paper, is by the DM courier door-to-door direct investment, and now the Carrefour DM advertising paper is sent by mail to the hands of consumers. Why is there such a change?

Initially, it may be through the postal system to deliver DM ads, than directly from the direct delivery staff to deliver lower costs, Carrefour chose a more cost-effective way. From the cost of delivery, the postal delivery cost is 0.4 yuan/households. Assuming that the direct delivery member's daily salary of 100 yuan, as long as the direct delivery of the number of daily delivery of more than 250 copies, delivery costs will be lower than the post delivery. In fact, it can be imagined that if the direct delivery staff to deliver DM advertising paper, the number of deliveries a day must be more than 250 copies. This shows that the choice of postal delivery method, may not be from the cost of saving delivery to consider.

Let's go further to http://www.aliyun.com/zixun/aggregation/11009.html "> analysis problem. The purpose of posting DM advertising paper is to attract potential customers to visit Carrefour Supermarket, and the number of potential customers attracted by DM advertising paper (M) The number of =DM ad paper delivery (advertising coverage a) *DM the accuracy of the advertising paper delivery (coverage of the crowd consumption intention b). From this formula (M=A*B) is not difficult to find, to enhance the number of potential customers M, simply blindly improve the number of DM advertising delivery A, and do not pay attention to the delivery accuracy of B is not.

In the dispatch mode, the M1=A1*B1 is in the post direct mode, M2=A2*B2. To make m2>m1, a2*b2>a1*b1,b2>a1*b1/a2. Under the same delivery budget, obviously A1/A2 is a constant P greater than 1, then b2>b1*p. This can be deduced, Carrefour this use of postal delivery DM advertising paper new delivery mode, its DM advertising paper delivery accuracy rate must be greater than the previous delivery accuracy of p times, in order to make its DM advertising effect to achieve more status.

How to enhance the DM advertising paper delivery accuracy rate? How to choose the one that is most likely to patronize Carrefour from a bunch of community books and magazines, instead of 37,211-ton? This requires precision marketing based on the database.

Although there is no data support, it shows that Carrefour through more accurate database marketing methods, to increase the delivery rate of P-fold, so that under the same advertising budget, to obtain more potential customer number. But there is no doubt that accurate database marketing is the trend. and the establishment of a database marketing model, not only can be used for DM advertising delivery, but also for the old customer care, holiday targeted promotions, market research, internet marketing and many other aspects, is undoubtedly worth vigorously promote the marketing approach.

Even if the current Carrefour DM advertising new delivery methods compared to the previous way does not make much of a turnaround, that at least save the printing costs, reduce the production of a lot of garbage, so that the conservation of resources, environmental protection is also beneficial. (Author: Kai Source: More than one network marketing reprint please keep the signature and provenance)