The Definitive Guide to Customer Relationship Management by V. Kumar, Richard Hammond, Herb Sorensen, Michael R. Solomon

By V. Kumar, Richard Hammond, Herb Sorensen, Michael R. Solomon

A fresh choice of robust insights into development extraordinary consumer relationships… four pioneering books, now in a handy e-format, at an outstanding price!

 

4 notable eBooks assist you improve rock-solid, high-value long term shopper relationships: degrees of loyalty you inspiration have been impossible

 

Today, rock-solid long term consumer relationships are the holy grail of each company -- and so they look simply as elusive. yet such relationships are attainable: nice companies are proving it each day, and reaping the rewards. during this remarkable four e-book set, you are going to find out how they do it -- and the way you could, too, it doesn't matter what you promote or who your buyers are. First, in Managing shoppers for revenue: techniques to extend earnings and construct Loyalty, the world over revered advertising and marketing specialist V. Kumar offers a whole framework for linking your investments to enterprise price - and maximizing the lifetime worth of each purchaser. how you can use purchaser Lifetime worth (CLV) to focus on buyers with greater revenue potential…manage and gift current clients according to their profitability…and put money into high-profit shoppers to avoid attrition and confirm destiny profitability. Kumar introduces customer-centric methods to allocating advertising and marketing resources…pitching the suitable items to the correct shoppers on the correct time…determining whilst a buyer is probably going to go away, and no matter if to intervene…managing multichannel buying… even calculating referral price. subsequent, in Smart Retail: sensible profitable rules and methods from the main profitable shops on the earth, Richard Hammond offers striking new case reviews, principles, concepts, and strategies from nice outlets around the world. become aware of new how you can use info to force revenue and development… do extra with much less… leverage know-how to strengthen hugely effective and leading edge distant groups… create your final retail event! In Inside the brain of the customer: The technological know-how of Retailing, the mythical Herb Sorensen unearths what shoppers rather do after they store, ripping away myths and blunders that lead outlets to overlook large possibilities. Sorensen identifies uncomplicated interventions which could have dramatic revenues results, exhibits why many universal thoughts do not paintings, and provides particular strategies for serving quick-trip consumers, optimizing in-store migration styles, bettering manufacturer-retailer collaboration, even retailing to multicultural groups. eventually, in The fact approximately What clients wish, Michael R. Solomon demystifies modern day shoppers, revealing what they need, imagine, and suppose. Then, in accordance with his deep truths approximately buyer habit, he provides 50 bite-size, easy-to-use thoughts for locating and protecting hugely ecocnomic customers!

 

From world-renowned specialists in shopper habit and retail functionality V. Kumar, Richard Hammond, Herb Sorensen, and Michael R. Solomon

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3 For example, Dorothy Lane Market, a small grocery retail chain in the United States, custom targets its coupons and promotions by directly mailing them to its profitable customers instead of offering coupons and promotions through newspapers, which reach all the customers. In addition, the firm offers greater discounts and better promotions to customers who have been more loyal and profitable to the firm (as compared to relatively new customers). 4 Even though loyalty programs are most well known in the business-to-consumer (B2C) setting, loyalty programs do exist in the business-to-business (B2B) setting, but they are usually called something different.

An unprecedented recovery! The biggest underlying success factor was Continental’s ability to win back customer satisfaction. There was no doubt that Continental had a winning customer management formula. But, was the formula profitable? What about the cost of satisfying the customers? Between 2001 and 2005, Continental Airlines reported an average net loss of about $200 million per year. 2 The company’s strategy of selling directly over the Internet with no intermediaries (such as retail outlets) was the most talked about success story of the early twenty-first century.

Appendix I Your job and Smart Retail Appendix II Take-action time Appendix III Street time Appendix IV Books for retailers Index Inside the Mind of the Shopper: The Science of Retailing Author’s Notes and Acknowledgments About the Author Preface Introduction Twenty Million Opportunities to Buy Twenty Million Seconds: Shopper Time Is Mostly Wasted Time Is Money: Shopper Seconds per Dollar Leaving Money in the Aisles: The $80 Million Question Planning Our Trip Shopping Serengeti Endnotes PART I Active Retailing Chapter 1 The Quick Trip: Eighty Percent of Shopper Time Is Wasted Three Shoppers: Quick Trip, Fill-In, and Stock-Up Rise of the Small Store Perils of Promotion The Big Head and Long Tail Heads You Win The Communal Pantry Layered Merchandising The Right Paths for the Right Shoppers Purchase Modes and Selection Paradigm Spending Faster Conclusion: Dual Chaos Endnotes Chapter 2 Three Moments of Truth and Three Currencies Moments of Truth Seeing the Truth: Eyes Are Windows to the Shopper Reach: Impressions and Exposures Stopping Power (and Holding Power) Closing Power Three Currencies of Shopping: Money, Time, and Angst A Complex Optimization Endnotes Chapter 3 In-Store Migration Patterns: Where Shoppers Go and What They Do If You Stock It, They Will Come Understanding Shopper Behavior First Impressions: The Entrance Shopper Direction: Elephant Herds The Checkout Magnet Products Hardly Ever Dictate Shopper Traffic—Open Space Does Managing the Two Stores Five Store Designs Where the Rubber Meets the Linoleum Endnotes Chapter 4 Active Retailing: Putting Products into the Path of Shoppers Active Retailing Put the Right Products in the Path of Customers Double Conversion™: Converting Visitors to Shoppers to Buyers Packaging Must Play the Starring Role Holding Power—How Long Is Long Enough?

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