Knowing your Customers
October 12, 2015
IN A time of increased competition
and business change have you
thought about how well you really
know your customers? Only by
truly understanding and knowing
your customers are you able to
anticipate their needs and exceed
expectations – thereby offering a
genuine point of difference.
Data contributes significantly to
getting to know your customer,
and it should play a pivotal role
in developing your marketing
and customer communication
strategies. Analysing the
customer’s demographic data and
pairing this with their transactional
data allows you to identify
and predict customer needs,
both in terms of products and
potential services you may offer,
and then deliver a truly tailored
communication to bring them
instore.
Two customers may appear to fall
within the same bracket based on
age, gender, location and income,
but based on shopping behaviour
they are actually distinctively
different in terms of their life stage
and ‘shopper psychology’. If you
can understand these different
needs by analysing their customer
data and personalise your key
messages accordingly, it will lead to
a more positive customer response
and a long term relationship whilst
delivering a better marketing ROI.
It is important to stand out
amongst the crowd (especially
in an email inbox), by providing
the right offer through the right
channel, at the right time to give
you the best result.
Contributor: Louise Berger, Marketing Account Manager at Instigo
The above article was sent to subscribers in Pharmacy Daily's issue from 12 Oct 15To see the full newsletter, see the embedded issue below or CLICK HERE to download Pharmacy Daily from 12 Oct 15
