CUSTOMER QUALIFICATION DATABASE
DIRECT MARKETING
SELLING SYSTEM
As a database marketing program Customer Frontline establishes a step by step process for sales employees to gather customer qualification data and enter it into a customer record. As each customer record is added and updated a database of future sales, categorized by customer, accumulates into an expanding resource of selling opportunities.
The Customer Frontline marketing database can help answer this critical retail question: who is qualified to buy what we have ready to sell? Major retail companies like Nordstrom, Zappos and Office Max rely on database marketing to retain their core customer clientele. They are recognized as industry leaders in customer retention. Their success is the result of making specific offers to buy that are targeted at pre-qualified customer groups. Customer purchase histories and other information are sourced to project what a customer is likely to buy. "Because you bought that, we think you will like this".
Your company will have a true selling system once your marketing database is developed. Your cusotmers will be identifiable by purchase traits. For example, the B&O Department can select traits of "student trumpet on rent at Kennedy Middle School". Customer Frontline will find the parents of those students. From there an offer to convert from rent to own can be sent by letter, emails or phone calls. The Piano Department would use the customer database to identify prospects qualified to buy a "vertical piano in the 2,000-3,000 price range". An incentive to buy, specific to the piano of interest, can be deployed.
Technology and logistics have changed retailing. Products must now find their customers. Direct marketing is all about customers receiving offers to buy what they already have an interest to own. Customer Frontline is the scientific way to advertise, promote and close sales with each of you customers.
