猎场迅雷,清障车厂家,微商代理妃龄七白膏
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Chart 1 Investigation of demographic information
It shows some spending habits of consumers of different age groups and different genders, according to these numbers, it can create virtual personas. For example, 40-50 year-old middle-aged man is the most group who are willing to buy technology products and male clothing, but the average cost of the group for male clothing consumption is low, while the consumption of technology products is high. 30-40 year-old women is the consumer group who are most willing to buy women's clothing and children's clothing, and their average consumption is high.
2.3.3 Market positioning
Data analysis and management in customer management can help market staff to analyze the existing customer groups, according to the frequency of customer consumption, value and other data to identify the industry, occupation, age and area of a main customer cluster, and help companies to understand the needs and preferences of this cluster, so that enterprises can focus their own resources to provide better services and create greater value for target customers.
2.3.4 Customer lifetime value
Customer lifetime value refers to the sum of benefits that each buyer may bring to an enterprise in the future, customer relationship management system helps companies to anticipate the lifetime value of customers by collecting and analyzing information such as personal information, lifestyle, behavior, needs, family and social relationships, and developing targeted marketing strategies based on the expected results (Nenonen and Storbacka, 2016).
2.3.5 Personalized service
CRM provides a comprehensive, personalized customer profile and enhances tracking services and information analytics to enable employees to collaborate on the establishment and maintenance of a series of "one-to-one relationships" with customers and business partners, so that enterprises can provide faster and thoughtful personalized service to improve customer satisfaction, attract and maintain more customers (Santoso and Erdaka, 2015).
2.3.6 Successful cases of CRM
Wal-Mart is taken as a case of make successful use of customer relationship management for data analysis and management to achieve a win-win situation with its customers, it is through CRM to master consumer data and quickly reflect it to product manufacturers, it discusses and develops product plans, delivery cycle with its upstream manufacturers, which means that Wal-Mart is always first to get the goods that consumers want most in the market (Imran, 2014). Its management staff is based on information collected by CRM, through timely organization of procurement, updating goods, improving the display of goods placed to create a comfortable shopping environment for consumers. Judging from the case of Wal-Mart, through the use of customer relationship management system, it is better to meet customer needs and create more value for customers.
2.4 Critical analysis
There are three main deficiencies in the current application and research of CRM. First, considering from the key elements of CRM, CRM is a powerful software, but if a company considers that using such a software can establish a good customer relationship and manage it will, which is one-sided. In fact, CRM mainly reflects a new marketing idea, a new corporate culture, a new management process, in the actual application process, CRM software must be combined with the corporate culture, management philosophy and work process optimization to achieve the desired purpose. Second, the data collected by using CRM is often a reflection of some of the habits and preferences of consumers in the past, enterprises are based on these data to make decisions for future marketing strategy. However, in some special period of time, consumer habits and preferences in a short time may change, which may mislead the development of corporate marketing strategy. Finally, the data collected by using CRM can reflect consumer preferences and characteristics, but these data can not explain why consumers have such consumer preferences and characteristics, and in fact, explaining the reasons for this information is also very important for enterprises, it is very helpful to predict consumers’ possible changes in consumer behavior and development in the future.
3.0 CRM tactics
The short-term goal of Arthurs’ in implementation of CRM is increasing sales amount and retention levels; and the long-term goal is to increase customer base and to increase customer lifetime value. This section will be based on the goals to bring forward CRM tactics for Arthurs.
3.1 Tactics based on demographic information
Chart 1 Investigation of demographic information
Using CRM, it collected data on the consumption behavior of five consumer clusters based on age and gender differences. The above chart showed that only 3% of men of 25-34 years old bought technology products and spent less on it. There was 36% of consumption for purchasing men’s wear, the cost was medium. 65% of the 40-50 male consumers bought technology products, and they spent highly. 42% of consumers bought men's clothing, but spend less. Among male consumers who were more than 60 years old, only 3% of the consumers bought technology products, and spend less; 22% of them bought men's clothing, and the average cost was high. Among female consumers of 20-30 years old, 26% of the consumers bought technology products, the average cost was medium, 28% of the consumers bought women’s wear, the average cost was low. 3% of female consumers who were 30-40 years old bought technology products, 47% of the consumers bought women’s wear, the average cost was high; 100% of them bought children's clothing. Among female consumers of more than50 years old, 25% of the consumers bought women’s wear, the average cost was low. Judging from the data collected by CRM, male consumers of 40-50 years old and female consumers of 30-40 years old are the most two valuable consumer clusters. In order to increase sales revenue and fully explore the consumer potential of this part of the consumers, the following cross-selling and up-selling strategies are raised, for 40-50 male consumers, up to 65% of the consumers are willing to spend more money to buy technology products, therefore, sales staff can take up-selling strategy towards this part of the consumers to recommend them more advanced but more expensive technology products. Moreover, the middle and low men's wear and technology products can be put together to facilitate this part of consumers to purchase these two kinds of products at the same time, so as to achieve cross-selling strategy. For 30-40 female consumers, they are willing to spend more money on the purchase of clothing, while 100% of them will buy children's clothing, indicating that 30-40 female consumers often have children, they need to buy children's clothing. Therefore, middle and high-end women's wear and children's clothing can be put together to facilitate this part of consumers to purchase these two kinds of products at the same time, so as to achieve cross-selling strategy.
3.2 Tactics based on brand and product
Chart 2 Brand and product survey
Considering from the collection of sales data on February 6, the top five brands that consumers bought most were Amazon, Dorothy Perkins, Coast, Monsoon, Pierre Cardin. The first four brands focus on women's wear, accessories and shoes. These five clothing brands are middle and high-end clothing brands. Judging from the sales of products, footwear sales were far more than other products and ranked first, jacket, shirt, pants, dress sales ranked 2 to 5. The strategy for Arthurs is, first, it should be based on the popular elements to increase goods such as middle and high-end women's shoes, jackets, shirts, pants, dress and so on, so that consumers will have more choices. Second, the sales staff in the promotion should make more use of cross-selling strategy, for example: when consumers buy shoes, the sales staff can recommend shoes to match the pants in the color, style; when consumers buy jackets, sales staff can recommend a shirt; when consumers buy a dress, they can recommend relevant accessories.
3.3 Tactics based on attitude
Figure 3 Investigation on attitudes towards consumption
By investigating consumer attitudes towards consumption, it can be found that 4/7 consumers who were less than 32 years old believed that price was an important factor affecting their consumption, while consumers of other age levels mentioned that price was not an important factor affecting their consumption. The survey results showed that to sell middle and low-end goods to consumers under the age of 32 is more appropriate, and because consumers who are more than 32-year-old are less sensitive about price, sales staff can use more up-selling method, through the introduction of high-priced products to consumers in term of the superiority in function and quality to contribute to the realization of the transaction.
3.4 Strategies based on sales channel
Figure 4 Comparison of consumption channels
It can be seen from the above analysis that young consumers like shopping online, considering from customer lifetime value, in the future, value brought by consumers’ consumption through the Internet to enterprises will be increasing, so for Arthurs, the emphasis on the development of e-commerce is necessary. Male consumers of 40-50 years old are the most valuable male customer clusters, this part of consumers are most likely to spend a lot to buy a technology product, thus a cross-selling strategy can be used for online sales. For example, when customers buy a mobile phone, sales staff can recommend to customers mobile power, or PCs, mobile phone sets, etc. If consumers buy different mix of products, they will enjoy discount of different levels, so as to encourage consumers to buy more products. Women of 30-40 years old are the most valuable female customer clusters, this part of consumers like buying clothing, but because clothing generally needs to be tries to see if it is suitable, thus it is maybe this reason that leading to their much more offline shopping than online shopping. In order to make up for the lack of online clothing sales, Arthurs can make use of a combination of offline and online sales model, through improving the construction of the site to allow consumers to have a timely and detailed information products online, if consumers like what they have found online, they can come to the stores offline to try, after trying, if consumers are satisfied, they can choose online or offline payment, the clothes purchased can be sent by the logistics staff. After the completion of the transaction, consumers can also be based on their own experience to evaluate the products and services. Online and offline sales model is not only convenient for customers, but also expanding the scope of business influence in the market, it actually reflects ideas of building customer-centric long-term relationship between enterprises and consumers, which helps to improve consumers’ satisfaction to stabilize the relationship between consumers and Arthurs to improve consumers’ loyalty. |
