Newspaper article St Louis Post-Dispatch (MO)

Market More Effectively with Database Management

Newspaper article St Louis Post-Dispatch (MO)

Market More Effectively with Database Management

Article excerpt

Q. I have owned a natural-vitamin store for more than 10 years. In the last year, four new vitamin stores have opened in my area. I increased my advertising but have not experienced an increase in sales. What else should I be doing to get new customers?

A. You can increase your sales by tracking your current customers and their purchasing habits and by identifying attributes of qualified prospects. To market more efficiently, it is critical for entrepreneurs to know everything about their customers, especially those who buy the most and more frequently. Collecting and analyzing customer information allows you to target and customize your message to increase sales and give you an advantage over your competitors.

For example, do you know which customers represent the top 10 percent of your total sales volume? Do you know which customers responded to your last ad? I recommend you enhance your marketing strategies by utilizing database marketing. Hardware and software database costs are affordable, enabling entrepreneurs to contact their customers more personally. Database marketing involves tracking both your customers and your prospects by putting selected information into a database. Information collected on customers includes demographic information such as gender, income, whether they own homes, address, phone, fax, age, birthday, family details and lifestyle information such as what your customers read, where they vacation, their hobbies and interests. …

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