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Use Of Customer Database
Posted By: vikrant* on 11/19/2004 6:52 AM (CST) 250 Points
i am working with a reputed motorcycle company.How do we use the database of customers who avail finance facility at the dealerships to reward those customers & generate better sales???

Posted by: W.M.M.A. Member Response
11/19/2004 8:29 AM (CST)
Former owner on Texas Full Throttle magazine here. Founder/former president B.A.C.A., Bikers Against Child Abuse/Houston. I've got some biker industry marketing background.

Go into a bit more detail about the type of relationship you have and what you are trying to achieve.

I'll do all I can to help you.

Randall
WMMA
 
Posted by: Sanjeev Kumar Vyas Accepted Answer
11/23/2004 2:48 AM (CST)
Dear Vikrant,
I guess you are talking about creating a relationship with your customers.
To make and keep a relationship you will need to have a frequent communication with your customers.
To make the communication that you have with your customer more effective should be something customer is willing to accept, to achieve this you need to provide useful information about bikes and how to maintain them to your customers. But make sure that the frequency of the communication is not more than once every fortnight or once a month.
If your database has record of the date important to your customers like their birth days or anniversaries or date they purchased their bike and formed a relationship with you then send them cards on those days.
If your relationship with your customer is a happy one the customer will give you repeat sales and even referals.
Hope that helps
Sanjeev
 
Posted by: telemoxie Member Response
11/25/2004 9:31 AM (CST)
I don't want to come across to the women on the board as a pig - and so I have been reluctant to post this comment...

... but honestly, don't many similar companies send out calendars with attractive women posing with motorcycles? Could you reward your customers by sending one of these?

If you wanted to provide a special incentive for your best customers - could have the girls pose with THEIR motorcycles?
 
Posted by: rachelenroute Accepted Answer
12/12/2004 5:01 PM (CST)
Hi Vikrant

One thing that you need to keep in mind is the WIIFM (what's in it for me?) for your clients.

We are currently going through a similar exercise with our database at the moment and we have to keep raising the WIIFM concept.

Have you tried contacting a few of your higher value clients and asking them what would be a useful contact for them? Do they want to receive information about the merchandise/accessories to go with their motorcycles? Is there a local/regional club that they commonly belong to and could this be an opportunity to get on board with the club for sponsorship (and ultimately access to their database)? Or do they want to be acknowledged on the anniversary of their purchase (as mentioned by Sanjeev).

Ultimately you need to determine what you want to do with your database before launching anything.
 
Posted by: darcy.moen Accepted Answer
12/18/2004 12:18 AM (CST)
I'm shocked that there are so few answers to this one!!!!!

I'm a former dry cleaner...hardly related to bikes in anyway other than I wish I had 20 grand or more to drop down so this near 40 year old mild mannered dude to could scare the crap outta small town folks when riding a bike!

Anyhow, I used to use my dry cleaning shop point of sale information to 'encourage' changes in spending habits from my customers.

I recorded year to date sales, nu,ber of purchases, and the dates of the purchases. Pretty much everything I needed to calcuate Moentary value, Frequency of purchases and how recent a customer had last made a purchase.

So, if a customer who was making four purchases ayear, I knew they would come in roughtly in three month intervals. What I cvould do was mail a special offer to a customer mid way through their 'cycle' and perhaps it would be an incentive to come in and buy. If so...voila! A change in spending patterns.

Now, imagine if you could do this with ALL your cusotmers? What if you could rank, and group customers by ciommong spending patterns, then design marketing programs for each.

Like, why market to a guy who comes in monthly and buys? I could see that you would reach out to him if he went three months without buying...but a monthly buyer...he needs a loyalty program to reward him.

Onesy and twosy customers need to be coddled to spend more.

Seasonal buyers need to be encouraged to buy off season.

E-mail me and I'll send you a link to a book that will give you step by step instructions how to market your business with your database and a simple spreadsheet. It will blow your socks off. I know it works, I've lived it for 16 years with my dry clenaing shop. I could double my weekly sales with one postcard campaign to 280 customers. This stuff really works!

Darcy Moen
the Customer Loyalty Network
 
Posted by: mcherif* Accepted Answer
12/20/2004 7:29 AM (CST)
Hi,

I would see three ways to increase revenue from existing customers:
1-Foster loyalty – ensure their next purchase is from your brand again
2-Increase frequency of purchase
3-Increase share of wallet – encourage them to buy more expensive models, or accessories, etc.

You can increase loyalty through promotions (ex: offering a discount on the next purchase), but a better way is often to create an emotional link between your customers and you (there is a very nice example on the Harley Davidson brand with their customer club). This is a vast topic but I guess the basic rules are that you have to identify the key values of your brand, select the ones that are most likely to appeal to your customers, and leverage these values to reinforce the emotional bond between them and your brand.

Frequency of purchase can be increased through information on the new models and their benefits compared to the model currently owned by your prospect (ex: increased speed or comfort, etc.). As an aid you could use a mechanical promotion like the fact of taking back the old model at a good price in exchange of purchasing the new model. Through your customer database you can find information that would indicate the current frequency of purchase and you can deduct when would be the right time for such a promotion.

Share of wallet: you could design offers on special accessories, etc. and send them to your existing customers, adapted to what you know from their lifestyle, example, an offer on children’s helmet if they have a family, etc.

Hope that helps

Mehdi
 
Posted by: amar* Member Response
12/21/2004 7:23 AM (CST)
Vikrant.
The customer database can be used various ways depending upon your company and the product. Some of them can be as below
1. Sell to friends, relatives. Offer discount coupon (or free accessories as the case may be) to the customer and/ or to his/her referrals
2.Sell other products. If your group is producing other consumer durables, you can try to sell other products. Just remember, the customer is in mood to spend. Be on the top of customers mind.

Amar
 
Posted by: Val (Moderator)* Moderator Response
12/28/2004 6:28 PM (CST)
Hello all. I am closing this question, since its more than 10 days old. We do this to make sure members' contributions are rewarded in a timely manner and to improve the visibility of newer questions. Thanks, so much, for participating!

Val (Moderator)
 


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