Targeted Marketing Campaign Manager
We’ve created a set of simple Excel reports connected to the live RMS/POS2009/Ecommerce database which allow simple filtering of sales and customer information to create targeted marketing campaigns.
Creating a targeted marketing campaign normally involves the input of technical staff and a significant turnaround time. By collating all multi-channel customer and sales information into one database we gain an invaluable resource for marketing activities and CRM (Customer Relationship Management).
Whilst for some time we have had managed tools for both sending bulk newsletters and targeted marketing, we’ve been beavering away to make this information accessible to none technical staff members responsible for marketing both instore and online. We’ve created a set of simple Excel reports connected to the live database which allow simple filtering of sales and customer information to create targeted campaigns.
For example, an Outdoor Retailer could easily mail/email everyone who bought a particular brands (say Patagonia) products last year to invite them to a cheese and wine evening when the new season Patagonia product arrives. As we all know, new season protects margin as it tends to sell at full price, and this kind of campaign emphasises that you understand your customers needs and you are providing them with a chance to be the ‘first on the mountain’ using the latest technology and equipment.
You can even filter this by geographic location and total customer spend, further ensuring your inviting the right people to your event. This makes conversion easier for your sales staff on the night.
Alternatively you may decide to mail lapsed customers, or every who purchased a set of boots three years ago to drive footfall into store. The options are nearly endless and the Excel driven approach means any member of staff who can use Microsoft Office can execute a campaign from start to finish.
As the data is in Excel you can then directly mail merge, email, or send this data to your printing agency to build a targeted customer campaign ‘right now’.
For more information about Targeted Marketing with Microsoft RMS/POS 2009/Ecommerce please call 0845 603 9254. |