As a specialist in customer relationship merchandising, I can tell you that it is much more complicated than most people think. Client merchandising, in the majority of people's opinions, is a pretty straightforward matter. As a consumer, 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 consumer's point of view, it might be all the 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 clientele that it wishes to attract.
For example, there is a good reason why Automobile service centers, doctors offices, and even small niche clothing stores often send out postcards for client merchandising. When you send out a business postcard, you play off of the conception of an intimate relationship between you and the customer. This form of consumer merchandising is incredibly effective because it inspires brand loyalty. Even though the customers, of course, know that it is not a custom made card, it still seems thoughtful. Some businesses take customer 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 very favorite customer service merchandising strategies is to send out targeted advertisements to consumers. This is such an effective type of client merchandising because customers always appreciate it when you're in tune with their own interests. You can even make an effort to educate about the products while you advertise them, speaking about the relative advantages and disadvantages of each. Typically, people assume that you don't want to ever speak badly of your own products, but from time to time it has its advantages. A few negative details thrown into a customer merchandising report can give the consumer the perception that you are unusually honest 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 matter of fact, the job of a marketing consultants is to think up new and more innovative methods to market products. Methods 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 sort of bright thinking. Not just does it help businesses to make more money, but it also helps consumers to receive a product more carefully tailored to their own interests.
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As a professional in customer relationship merchandising, I can tell you that it is much more difficult than most people think. Customer merchandising, in most people's evaluations, is a pretty simple matter.
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