HOW TO USE YOUR RETAIL CUSTOMER INFORMATION

Listed below are 10 ways in which you can use customer information to help you build a stronger relationship with your retail customers. The ideas below should be used in addition to the regular communication you have with your customers regarding seasonal sale announcements, special events, promotions, etc.

1. Send timely reminders of needed services such as a doctor or dentist appointment, oil change or tune-up, reorder information (e.g., "Your letterheads/memo pads will be depleted soon, order now with the attached reply form...").
2. Send a card or letter on the anniversary of a purchase. For example, a florist could send messages such as the following to her customers—"You had us deliver a dozen roses to your wife last year on your anniversary. Would you like to send her flowers again this year?"
3. Conduct periodic surveys to make sure that you are getting feedback from your customers (and act on that feedback).
4. Invite customers and prospects to a product demonstration or educational seminar.
5. Send customers information about the following events:
   • Changes in prices, policies, and products or services
   • New product announcements ("Preview" for customers)
   • Offers for product samples for prospects who give you qualifying information
6. Conduct contests and sweepstakes. (This supports mail-order sales and in-store traffic building programs.)
7. Have Frequent-Buyer Programs, but you keep the paperwork—don't trust the customer to do it.
8. Send out periodic newsletters (especially as part of a Frequent-Buyer Program).
9. Send customers (and customers' kids) birthday cards.
10. Send an Annual Report that not only looks back at the previous year, but also tells your customer what to look for in the coming year.

Note: In addition, always include the items above in the products you ship to customers along with discount certificates and other items designed to spur repeat business.

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