Few brands are lucky enough to be able to out-spend their competitors.  Even Chelsea have worked out it’s not an infallible strategy.  Our philosophy at fraoch is that quality of thinking makes the difference.  If you have a large database of customers, interrogate it, manipulate it, learn from it, segment it, keep it fresh, and, above all, use it. 

We all know the theory that those who have just purchased a brand are warmest to the brand at that point, and most likely to make a second purchase or to recommend. Yet how many database strategies seek to maximise this? 

Digital printing and personalisation  – let alone e-mail contact – make it so much more possible to respond quickly to a customer transaction.  The technology is there – we’re the ones who need to play catch up!  A communications strategy directly stemming from an individual customer’s recent behaviour is much more likely to hit the right notes in terms of personalisation and relevance with the recipient of our message too- making it all the more likely that they will respond.

This entry was posted on Friday, January 12th, 2007 at 4:19 pm and is filed under fraoch news. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.