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It's expensive establishing a relationship with a customer, so once you've got them, make sure you keep them. Stimulating additional business from existing customers is the most immediate and cost effective way of boosting turnover.

NEWS  
Getting to grips with the greys  
Time to dig up your data  
   
 
For years shopping centres and retailers have worked hard to collect customer data that they simply don't have the budget to use for communication. While there is considerable marketing value in knowing just who your customers are, what they like and where they come from, the frustration has been the sheer expense of using this data to communicate with them on a regular basis. The rapid development of web, email and text marketing now gives us a cost effective way of directly communicating with customers on a far more regular basis. However the customer data is likely to be held on ancient databases that can't interface with modern technology, or on different word processor documents, or even still in hard copy form on registration cards, coupons and forms.
 

The need for a modern, web hosted marketing system

To help overcome these issues, we are currently developing a new web hosted marketing system, at the heart of which will be a robust, web based SQL central database, that can hold all your customer data in one place. You will be able to access it from any desktop pc and data can be fed in directly by yourselves, by ourselves, or directly by your customers via an opt in template on your web site. It will be possible to create lists for email, text or traditional DM campaigns, by selecting a wide range of criteria including age, sex, post code, MOSAIC or ACORN profile, stores or departments used, customer likes and dislikes. Because the SQL system is robust and scalable there is no limit on the volume and detail we can build on each customer.

Building data

If you are starting from scratch, or from a low base of customer records, we can create the campaign you need to stimulate customers to register for regular email or text communication. We can also advise on suitable list purchase and follow-up registration. We can build additional personal information with web or postal surveys and we can also maintain the list and create the email and text campaigns you need.

 
Perfectly profiled output

The flexibility of criteria means that you can create perfectly profiled lists for any particular marketing campaign and export them immediately to our bulk email and text servers to launch highly cost effective reactive or scheduled campaigns at the drop of a hat. Just imagine the ability to pull together a list of all 24 - 35 year old customers interested in ladies wear and sending them an email or text about your sale in less than 24 hours for around 4p a message. You can even send them a special offer or money off coupon that they can bring in as a print out or as a message or bar code on their phone.
 
Nice to see you

One of the more interesting aspects of our new system is the additional ability to allow registered customers to access today's or this week's special offers via their mobile phone as they enter the store or shopping centre. Just by dailling a six digit short code you can tell them about any particular event or offer relevant to them. Again, creating a campaign can be almost immediate, so if the foodcourt is having a quiet day, you could instantly let all your registered customers in the centre know they can have a free cup of coffee if they lunch here today.
 
You manage, we manage

The system is being designed so that you can either manage everything yourself directly from your office, just using our facility as a very cost effective post box, or we can manage everything for you with minimum input required from your team. This is how the costs are structured:

You manage
*Monthly hosting and licence fee
*Cost of mailing texts and emails
*Cost of data profiling
*Cost of any short codes required		 We manage In addition:
*Monthly management fee for routine data input and management
*Cost of creating individual campaigns
*Cost of any data recruitment campaign

 
 

Interested?

We are currently conducting trials of the system and the system should be available in Summer 2005. If you are interested in learning more, please call.