Client Rapport Merchandising - A More Difficult And Imperative Skill Than You Know
As a professional in consumer association merchandising, I can tell you that it is much more difficult than most people think. Consumer merchandising, in almost all people's opinions, is a pretty simple matter. As a customer, you assume that a company sends out either a flyer, postcard, or a broadsheet almost indiscriminately. They may use radio merchandising, TV merchandising, or anything else. From the customer's point of view, it may be all the exact same, but from a business point of view, all of these are radically different approaches. Consumer merchandising must be carefully targeted towards the niche and image that the company wants to portray and the clients that it wishes to attract.
For example, there is a good reason why Auto service centers, physicians offices, and even small niche clothes stores often send out postcards for customer merchandising. When you send out a business postcard, you play off of the conception of an intimate relationship between you and the client. This form of customer marketing is incredibly effective because it encourages brand loyalty. Even though the customers, of course, know that it is not a custom-made card, it still seems thoughtful. Some companies take consumer merchandising so far that they send out happy holiday cards to many of their loyal consumers around Christmas. The effectiveness of this really depends on the niche, however.
One of my absolute favorite customer service marketing strategies is to send out targeted ads to customers. This is such an effective type of customer merchandising because customers always appreciate it when you're in tune with their own interests. You can even attempt to educate about the products while you advertise them, speaking about the relative pros and cons of each. Normally, people assume that you don't want to ever speak badly of your own products, but every once in a while it has its advantages. A few negative details thrown into a customer marketing report can give the consumer the perception that you're unusually truthful and concerned with the welfare of the consumer.
Of course, this is not the only type of custom merchandising that businesses routinely engage in. As a point of fact, the job of a marketing consultants is to come up with new and more innovative strategies to market products. Techniques such as guerrilla merchandising and word-of-mouth have revolutionized the merchandising industry in the last decade, and customer marketing continues to evolve due to that kind of bright thinking. Not just does it help companies to earn more money, but it also helps consumers to receive a product more carefully tailored to their own interests.
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