There are a lot of small details and information that most managers do not pay attention to. The truth is that they tend to focus on more sophisticated details, but they fail to understand that small things often make the difference. A lot of secrets and informative tips might be right under your nose, but they may just as well reduce the costs, increase the sales or help you provide a more appropriate result.
Generally, many things can be obtained over the Internet. Take Amazon for instance. The online store has practically redefined the book sales. The specific culture appreciates the potential of technology, while the company uses the information in four specific manners.
First of all, the risks are drastically minimized by analysing the information coming from millions of clients. The management can see when customers spend money, but also their limits. This way, the possibility to reduce the risks can actually become reality.
Second, the cost reduction is not to be ignored either. The access to technology is ideal to control the optimal ways to administer the inventory and the connections with particular distributors.
Third, the management aims to add value and help the customers by providing reviews and information for no costs at all. The start page is also an individual showcase for every client. For instance, every page comes with some suggestions according to the customer’s past purchases.
Finally, Amazon uses the information for innovations. In order to face the competition, an innovative approach is essential in order to increase the value and work on the overall service.
The current information can, indeed, provide access to plenty of ideas. But at the same time, these details must be used by the book if you truly want to obtain a competitive advantage. I have realised that it is easy to observe a lot of similar stores that have followed the exact same techniques, whether you think about Apple‘s iStore or iTunes.
Taking advantage of all the information that you can get
It is highly recommended to treat each client like an individuality. For instance, a retailer over iTunes will follow customers’ shopping sessions and preferences, only to provide a customized page. The respective page aims to bring in new possibilities to shop for specific items that the client may enjoy. Other than that, it is crucial to use the Internet for information delivery to your clients, even if your company does not necessarily perform over the Internet. I believe that such an idea can be implemented in pretty much any business environment. From this point of view, saving your customers’ email addresses in a personal database will give you the possibility to develop personalized and precious marketing strategies.
Small businesses and self employed professionals may gain access to a more detailed research of each customer’s information. Later on, such details can be organized in multiple databases with subtitles, only to ensure a quicker search and a more specific marketing plan.
Finally, if your company does not really have access to such information, rely on freebies. Offer free stuff to whoever is willing to share personal details, but in an indirect manner. For example, ask for an email confirmation, only to get the address. At the same time, you should also reward the customers who are willing to receive information and choose to sign up for your newsletter. After all, the marketing world is supposed to be specific, relevant and funny.