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Page 82 JANUARY 2018 | RETAILERS FORUM MAGAZINE

forumworkshop

FORUM WORKSHOP

continued...

THESE CAN BE CATEGORIZED IN THREE

STRATEGY GROUPS.

The first deals

with all those

things we send as

signals to our customers

which

form a level of expectation.

You

might say, what

you do sets yourself

up to win or lose. If you promise the customer

too much (more than you deliver), the

result will be dissatisfaction. If you promise too

little or don't give your customer enough of a

reason to re-attract them, they simply won't

come back. And, naturally if you do nothing -

no call, no ad, no letter, no reminder - you are

likely to be forgotten.

Let's look at some tactical pre-sale

or pre-point of encounter strategies

which bring customers back.

Here are a few:

• Reminders: a thank you note or call

• Special offer: e.g., "on your next visit,

receive ..."

• Up-dates: tell them what's new, improved,

waiting for them when they return

• Trade-ups: offer to take back

a previous purchase as part payment for

a new or more expensive one

• Free merchandise: to customers only,

receive X, Y, or Z absolutely free

as a valued customer

FBcampaigns

Your Business Needs

SOCIAL MARKETING

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