STEPS TO A WINNING RETAIL MARKETING CAMPAIGN
Melanie J. Mavrides
Your customers fall into three categories. Bargain hunters
visit your retail store, pick over last year's holiday
inventory, then disappear for months. Casual shoppers chat
up your sales staff and buy sometimes. But devoted
customers, your loyal clientele, love your store, buy often,
and refer their friends to you.
How do you get more devoted customers? One of the best ways
is to host a special event that can persuade your mid-tier
customers to become your best customers, according to
experts. "Selling to existing customers is easier than
spending money to acquire new ones," says Dan King, a retail
industry consultant and Microsoft Certified Partner.
Get Windows Media Player
The scenario on the next few pages outlines five
steps small retailers or business owners can take to
run a top-notch retail marketing effort. In this
example, you'll follow Julia, a small wine merchant,
as she uses the five steps to plan and host a wine
tasting event with a mission: To nudge her mid-tier
customers into the fold of devoted shoppers.
click on Step 1 to continue . . .
Step 1: Gather customer information
Step 2: Target the "right" customers
Step 3: Create effective communication
Step 4: Host an event
Step 5: Follow up with guests