Most people are familiar with the theory of the 80-20 split. In a retail environment, this means that typically 80% of your turnover comes from 20% of your customers. This can often be confirmed using the “Customer Profile” module in Trackit which can select out your bigger spending customers.
But in this tough retail environment, can you improve on this ratio? Maybe you’re not achieving this ratio. Surely these customers are the ones to concentrate on? So how can the Trackit system help?
Do you collect customer contact details? Most retailers without a computer system find this difficult to manage – you automatically collect the details if you have e-commerce, and it’s very easy to collect them at the till point with Trackit. If you require address details, built in post code software allows you to pinpoint the street – simply enter the house number or name. If you want to do e-mail marketing or SMS (text) marketing, collect these details (which can be made mandatory for your staff to complete).
Now you have the customer details and, of course, you have Trackit collecting the turnover details. The “Customer Profile” software allows you to select customers who spend over a certain amount, in a selected date range, by supplier or brand, by department and even (for clothing retailers) down to size and colour.
So make contact with them, by post, e-mail or text. For example, consider the power of texting. You know it’s immediate and it will get to the right person. You know they like your brand you are promoting, be it maybe clothing, glassware or perfumes. Go get them! Bring them back into your store! These are your big spenders.
Other ways to bring back customers is using our “Club Card” software which I discussed in an earlier Blog dated 24th September 2009.
Your customer base is your “goldmine”. We are all guilty of spending 80% of our time looking for new customers. Maybe we should spend 80% of our time marketing back to our existing customers?
Trackit is a complete solution for retailers who want a Stock Management and Sales Reporting system, including Electronic Point of Sale (Epos), e-Commerce and Mail Order modules, all linked on a "real time" basis.
www.trackiteposretail.co.uk
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