Step-by-step approach to "customers"

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Revision as of 04:27, 3 July 2020

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Marketing Research and Pathfinding

Overview

Various customer classification methods (customer positioning)

There is a dogma that the cost of acquiring new customers is five times the cost of maintaining existing customers,

and we are shifting from pursuing market share to expanding customer share (the ratio of our products to the products that

a customer purchases). It can be said that At retail stores, existing customers tend to have higher order unit prices

than new customers, and the profit margin is higher when selling to existing customers.

It is necessary to first sort out the positions of customers and approach each step by referring

to the following customer classification by some economists.

Stepwise approach (development) Potential customers (unrecognized customers or prospective customers) Philip Kotler Quotes

“The market is a collection of overt and potential buyers of products.” Therefore, it is necessary to think of future customers as people who are not yet customers and create customers.

The following points can be mentioned as points to approach.

First of all, increase "recognition"...Exhibition at exhibitions, seminars, various campaigns, etc. Periodical information transmission: email, DM, phone, banner, etc.

First shopper (recognized customer) A customer base that has been used and purchased even once, such as new visitors, chilled customers, and trial customers.

Approach point

Continuous information transmission (email, DM, phone) Continuous follow-up (visiting status, solving questions, etc.) Warm "relationships" with customers and build trust