Part 4: Transpromo, Making the Customer Communication Targeted, Relevant and Timely

I agree with Kemal of Madison-Advisors, he states that effective communication must be targeted, relevant and timely.   So in my opinion, retail stores should be sprinkling more of their monthly statements with releveant, targeted, and timely incentives based on purchase history.  For example, my recent statement included the purchase of a suit, shirt and tie, but not much else.  Potentially, including a relevant coupon on the actual statement for men’s shoes along with  my loyality miles, special events, or thank you would assist in creating brand and customer loyality; driving me back to the store. Instead, the envelope was filled with perfume samples, and other miscellaneous offers.  As Maria stated, supported by the Zomerang survey, a targeted coupon can bring people back to the store.  

Now let’s discuss my other mailbox. Later in the day,  I received an email from this specific retailer. I was hoping for a personalized. But when I opened the email, it was for a purse, female sunglasses, and spring heels. I thought to myself, again, another  missed opportunity to drive me to your website or store. 

On the positive side, I received a direct mailer from Delta Airlines that highlighed my name, current number of skymiles  and some suggestions on how I could use my miles.  It was a simple fold out, but effective. In fact, I booked my flight to Atlanta using their suggestion and miles.  So, targeted, relevant, and timely communications do work!

Part 5:  We got you to the retail store, now what?