• Which groups of customers come to the store?
• What are their shopping habits?
• Do they fit the store's future plans?
• What is their lifetime value?
• How do they react to marketing campaigns?
• How can they be targeted and retained?

This is what customer focused marketing is about; and it is these questions that Fujitsu can help you answer, with Corema a set of software and services that help retailers become more profitable by targeting, attracting and retaining the most valuable customers and increasing the business from the rest. In Fujitsu we see the move from mass marketing to customer focused marketing techniques as a journey of three steps.

Three Step Technique

Step one - Identify your customers

Many retailers do not know who their customers are, so the first step is to introduce a means of identification - a loyalty card - to link customers and their purchases. Loyalty programme members can be treated as a discrete group. They can be invited to special events and can be offered member-only promotions. Continuity promotions, where purchases over a period of time contribute to a gift or special offer, can be introduced. The role of the loyalty programme is to reward members for the information they provide; it is not an end in its own right.

Step two - Understand your customers

At the second step is to use the information collected about loyalty customers. Target list of customers can be generated based on simple attributes such as age, gender, postal location, spend, recency and frequency of visit. The 'best' customer groups are identified and marketing spend can be directed at retaining their business and encouraging 'average' customers to visit the store more often.

Step three - Build lifelong relationships

Tthe third step is to move on to study purchasing habits in depth. New sophisticated segmentation tools model purchasing behaviour to establish personal preferences and purchasing propensities. Marketing activities can be tailored to suit the different purchasing patterns and promotions targeted at the customers most likely to respond in a positive manner. This is where the most innovative marketing can be applied and the greatest returns achieved.

Corema

Fujitsu's Corema provides software and services to help at every step of this journey. Contact us to see how we can help you with your journey.