It is increasingly important to know customers better in order to be able to anticipate their changing needs over time. In this way, it is necessary to know their purchasing habits, their consumption profile, their life cycle, their degree of loyalty, their current and future value, etc.

The retail sector needs to discover these needs to launch personalized offers to its customers.

Having information about customer purchases will be of little use if you are not later able to convert that information into business results.

The implementation of a Customer Program, also called a Loyalty Program, allows customers to be identified and collect information on their behaviour.

This valuable information must be treated through segmentation tools and Marketing Intelligence techniques.

Some of the benefits of implementing a Client Program are the following:

  • Assigning purchase tickets to customers
  • Personalized communication to clients
  • Optimization of promotions
  • Defense against competition activity
  • Increased negotiating capacity with suppliers

Creation of new communication channels

On the other hand, the implementation of Management Programs with Suppliers, based on the knowledge of the customers who buy their products, are currently generating competitive advantages for the large companies in the sector.

In order to understand the process of converting customer information into business results, Cognodata has analyzed in the first part of this study the stages through which a retail company, which wants to advance in the knowledge of its customers, has to go through necessarily. In the second part of the study, the main components of the Customer Marketing strategy have been identified, based on a segmented Marketing plan, and its commercial strategy.