Event Success – Get Personal
Perhaps you are lucky enough to have a friend or family member who will never forget your birthday. An anniversary card from them never fails to be in your mailbox, and they frequently drop you a line to invite you somewhere or see how you’re doing. Now imagine if your jewelry business can be that friend or family member.
It’s not so hard if you make use of easy opportunities to gather the data you need. It starts at the point of sale. A great salesperson can ask for this information and input it into your store’s software system. If the customer is new, you should request as much information as possible – name, address, birthday, anniversary, spouse’s birthday and e-mail. You should disclose why you are inquiring and be prepared to tell them that you will not share their personal data with a third party. Even a not-so-savvy salesperson can ask for essential information by inviting the customer to fill out some ready made slips at the counter.
Once you have this information, get in the habit of requesting updated e-mail addresses frequently as people change their e-mail accounts more often than their residence. You can do this by simply asking them if what you have on record has changed. Once you have this information, use the software to your advantage by examining your customer’s purchases. Then drill deeper. If they purchased Pandora, make a note if it was for self purchase or a family member. The next time you host a Pandora trunk show, you can ask that customer what charms she’s been thinking of adding to her bracelet, or how her daughter is liking hers. Your customers will appreciate the fact that you remembered, and once that customer’s birthday or anniversary rolls around, it will be a card from your store that will be in their mailbox!
Want to discuss how to make you next event a success with data collection? Email us at theheat@fruchtman.com
By Angie Ash on September 29, 2009 :: Filed under Take into Account,Think
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