More and more demanding consumers in their expectations of individual recognition. A context of crisis prompting corporations to spoil more customers loyal and regular - those who contribute most to their margins. Add the trivialization of the Internet and social networks that multiply to infinity the points of contact between consumers and brands. It is far time where the latter were addressed to them via the display and the pub in major media, radio, TV, press or the distribution of points of loyalty and purchase orders. For specialists in the management of customer relationship (CRM, customer relationship management") the time is flat restoration and"multichannel integration ". The term dedicated professionals to discuss the capacity of the marks and signs to adopt a "vision with 360 " of their consumers, regardless of which "channels" of relations used: call centre, Internet, mobile phones, physical places of sale... "For advertisers, the problem, it is to follow the migration of the client relationship to the Internet and the mobile", summarizes Jean Derreumaux, co-founder of the Group ETO, come from direct marketing, which proposes the relational and digital Council at large specialized signs (Sephora, Leroy Merlin), the consumer and automotive.
Targeting and profiling
Contents first CRM, all these data we leave a little everywhere, physical or electronic address. And especially the mass of information on our tastes and preferences expressed through the content of baskets of purchases on the Web and in Caddies of supermarkets. Not to mention ("posts") messages delivered on social networks like Facebook. This wealth of information, mathematical algorithms can exploit for "profiler us". Pioneers in this field, Amazon or Priceminister merchant sites are past masters in their use with these "recommendations" targeted: If you loved this wine or this book, our other clients who share your tastes also bought such or such... Well exploited, they allow to send the right message at the right time to consumers via mail paper, e-mail or SMS. Can also use the Web and the mobile to generate physical traffic in points of sale. Example at the 3 J of the Galeries Lafayette. "Georeferencing allows to send to customers who are in the store of the mobile discount vouchers they have more than to show to the Fund at the time of pay," says Thibaut Munier, Executive Director of the interactive marketing agency thousand thanks.
In luxury, automated CRM tools replace the "little notebooks black" in which the vendors scrupulously marking each customer purchases. If there are concerns on the side "big brother" of this collection of information, experts argue that this ultra-targeted customer marketing has positive counterparties: the end of the unnecessary and costly mailings, for example. Practised by the manufacturers cars and brands of wines and spirits, the sending of luxurious platelets on glossy paper "represents an investment of the order of 6 to 12 euros piece." "In vain if this happens in a consumer which leads more or who do not drink", noted Nathalie Lemonnier (ex-LVMH), which created Lemon Think. Jean Derreumaux also notes that "these new tools to measure much more finely than with the pub trade efficiency and return on investment of each of the messages to a client". A condition of course not losing and "always identify the single client behind the multiplicity of points of contact with the mark". An element of complexity increased for companies, since the customers within the jurisdiction of several of their services: computer science, quality control, marketing, etc.
Regardless of the mark or sign, now, the first contact is now digital: Web, mobile site, forums, blogs, social networks. "It is the spinal column." "The company must prepare by creating various content platforms: information to use local or global, images, videos... and ensuring the consistency of the client message through the three major components of the relationship: the transactional, the relational and the experience of the brand, with a"concept stores"whose objective is marginally the sale and which are used to reflect his world and its values".says Eric Falque, Vice President of the CRM in BearingPoint, a grand Council in management and technology. Where the central role played by the architecture and design in the design of these "flagship stores.
Use social media
Marks were soon to have a presence and communities of fans Facebook that they run on social networking type. Fashion shows presented live (Louis Vuitton), evenings VIP, announcements of events and operations of "street marketing" relayed on the site (Victoria Secret, Yves Saint Laurent)... A good vector loyalty and recruitment of clients. But what to do with exchanges outside any control One-third of the conversations on these social sites are products and trademarks and are the "C2 C", i.e. the links to consumer to consumer. The real revolution. It would be illusory to hope for control, as the C2C has more value in the eyes of the consumer as an "official" information Customer relationship specialists provide warning and immediate response tools. "Useful to enrich its customer data base and acquire a barometer on the mark", said Tom Pertsekos, marketing director of the software Coheris Editor.
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