It’s easy to overlook the value of your Point of Sale (POS) or Customer Relationship Management (CRM) systems when assisting a guest in your store. Seeing others requiring your attention — whether staff or client — can seem more important in the moment. But using your own customer data, you can finely tune the message to your existing clientele, dramatically improving the yield from relationships you already have.

FINELY TUNE YOUR MESSAGE WITH DATA

Using your own customer data, you can finely tune the message to your existing clientele, dramatically improving the yield from relationships you already have.

You know intrinsically which SKUs or inventory items are most popular. You probably have a sense of the profit on these items. But would you know the characteristics of the individuals that purchased these, in order to create more clientele that are looking for similar items?

With data, It’s possible.

What about direct marketing efforts that could anticipate or even suggest that a client you know will make a visit to the store?

Understanding your Client List

Trends can rapidly become apparent when you study reports from your POS or CRM. Understanding the characteristics of those individuals making the purchase is what will make your marketing work better. The more you can build creative messaging and marketing placements around the most popular pieces of inventory, greatest profit margin items, or personality type of the purchaser, the more effective it will be.

The more personal information you have on an individual client, the more readily available they will be to you in the digital space. With a name, email address and phone number, Facebook and Instagram can find and message that person. As you act on growing your client base, these segments can be used to find audiences that share characteristics with those you already have, allowing you to message those that “look alike.”

Just like revenue is grown one sale at a time, a great marketing strategy is grown one data point at a time. It is crucial that you fully understand your audience targets, their behaviors and motivators, media consumption preferences, and predictive performance metrics. To do so, insights gathered from your data should be used to inform and guide the entire strategy. The end result is a strategy aimed at the right people, at the right times, in the right places that delivers on your goals.