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CRM stands for Customer Relation Management and refers to customer relationship management . This includes managing not only new customers but also existing customers, and managing them to create more value. All actions at customer contact points can be considered CRM, and in fact, the work of a CRM manager can be said to be very broad. CRM marketing is marketing that targets customers. The information we collect from our customers helps us improve our sales and marketing efforts and grow our business. Simply put, it is an activity to get customers to use our services more and spend more money. Why CRM Marketing is Attention Recently, you can hear a lot of news that Facebook's advertising efficiency has declined. It is said that conversion rates have decreased and CPC/CPM/CPI costs have increased, which will be a critical blow to ROAS. The biggest reason for this is the restriction of third-party cookies. If cookies cannot be used, advertising media will use this customer information, but it will become increasingly difficult to collect information.
So the importance of the first party is growing. The key to first-party data is that it allows us to utilize data obtained from our website rather than from advertising. It is time to conduct CRM marketing based on website behavior data of incoming customers and think about new ways to Special Data increase sales. CRM Marketing Success Stories Lululemon CRM Marketing Case [Photo = Lululemon] Lululemon CRM Case Lululemon is a premium functional sportswear brand called the Chanel of yoga clothes. Lululemon does not focus much on promotions or advertising. Instead, we listen to customers’ opinions and actively reflect them in product development. We received feedback through many surveys, and one of them was that Lululemon's existing products were too small in size for professional athletes to wear. After learning about this, Lululemon CEO Calvin McDonald immediately created and released a larger size product .
These anecdotes created awareness that Lululemon strives to provide customers with a better experience. Naturally, the per-unit price and sales increased, and customer loyalty was achieved. Amore Pacific CRM Case [Photo = Amore Mall] Amore Pacific is Korea's first cosmetics company with over 40 brands, including 'Sulwhasoo' and 'Laneige'. In the past, you had to go to an offline store to buy a foundation, but now you can check your skin tone and find out the cosmetics that suit you through consultation at Amore Mall. The counselor combines the customer's skin diagnosis results and purchase history to suggest optimal products and recommend promotions. Amorepacific distinguishes about 50 behavioral patterns during the customer purchase stage and creates and analyzes 1,500 variables. For example, if a customer does not log in for a long time after making a purchase, we detect their departure and reconnect by sending promotional benefits via text message, Instagram advertisement, or in-app advertisement.
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發表於 2024-1-9 18:45:45