July/august 2007
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www.prcticlecommerce.com
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Tr actors you can impmnt rigtaway to prompt your customrs to rturn orsubsqunt purcass:
Site usability.
Quick fulfillment.
Good customer service.
Wn your sit’s navigation an usabiitymak it asy to fn proucts an ncssaryinormation, ty wi want to rturn againan again. Put simpy, t sopping xpri-nc must b njoyab.“Tr is a irct corration btwnsipping ays to t customr an rpat pur-cass — t ongr it taks or a customrto gt t purcas, t ss iky ty arto mak a rpat purcas,” sai Jim Novo,autor o “driing down: Turning Customrdata Into Profts Wit A Sprast.”Pric is not t primary rivr o oyaty.To gnrat oyaty, you av to go byonpric an or customrs an xprinc, anconsir ways to improv t xprinc yourcustomrs rciv wn ty purcas yourproucts. “Tink about your customrs anwat ty wou s as a ‘bttr xprinc’an tn fn ways to ivr it,” Novo sai.Somtims t natur o a prouct or xpri-nc can b conusing, an t xprincissu is not somting tat is obvious or watcustomrs ar compaining about. Tus, yousou us your atabas to anayz t atato fn spcifc aras tat can b arss.
Gift cards and other tools
Git cars, rqunt purcas programs anpoints programs ar xamps o oyaty pro-grams. Ts typs o oyaty programs mayor cas back, iscounts an vn r itms.or xamp, i a rguar customr purcass fvitms rom your prouct ist, a rqunt purcasprogram wou giv tm a sixt prouct r.“Wtr you or cas back, rwarsik git cars an mrcanis, opportuni-tis, accss, onations or t ik, t ky isintiying wat wou b vau by yourcustomrs tat wi utimaty motivattm to bav in a crtain way,” sai Bramhctkop, irctor o markting tcno-ogy at Kobi Markting.hctkop suggsts t oowing wntrmining t appropriat oyaty programor your businss:
A robust data analytics strategy that allows you to profile, identify and differentiate.
A solid technology platform that supportsthe program with a points engine to keep upwith loyalty rewards, a campaign manage-ment system that can provide a compre-hensive approach and a data warehouse tohouse a shopper’s historical activities.
Having a clear and consistent communica-tions plan.
“Companis sou or customrs aprogram tat rwars tm or a tir pur-cass,” sai Grg Grunston, irctor o irctmarkting at 1-800-lOWeRS.COM. higypromoting t program trougout t ntirsopping xprinc is aso rcommn.Grunston bivs oyaty programs moti-vat consumrs to spn mor an spn morrqunty. “On avrag, customrs nro ina oyaty program ar twic as iky to mak apurcas at tat rtair tan a customr tatis not nro.”
Implementing a program
Tr ar many ways to impmnt anmanag a succssu oyaty program. In orror a oyaty program to aciv a ig rturnon invstmnt, a mrcant must anayz txisting ata an bavior o tir customrbas. I mrcants o not comortabanayzing tir own ata, tr ar srvicprovirs tat spciaiz in ping mr-cants bui, customiz an poy oyatyprograms spcifc to tir businss mo,
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