All of you transpromo purist will enjoy this part of the article. The customer goes into the store and purchases something which results in a credit card statement to be generated. But, before we get to all the media hype of cross selling and up selling in color on the credit card statement, lets again examine the buying cycle.
The customer has been researching some product or service, and now has made the decision to purchase. The customer can either purchase on line, or go to the retailer’s store or hotel. If the customer purchased on line, we should include the up- sell and cross- sell on the packing slip or other must read ship with documentation. Today, I have customers that are doing transpromo- live based on what was purchased. For example, you buy an ink-jet printer from electronics’ retailer on-line, but did not buy any toner. In a true transpromo environment, the electronics retailer places a toner discount or additional warranty coverage discount on the packing list or other must read documents. This action drives future on-line or in-store traffic. Additionally, the purchase item is on the credit card statement and triggers a profile to offer discounts on toner again at the mailbox when the statement is reviewed. (I wish Bed Bath and Beyond would do this since I am always searching for the 20% off coupon when I need something on my credit card statement) Now we are tying together the total buying experience with targeted messaging over the multi-channel.
