Pequenos negócios 73

"A customer database, commonly referred to as a customer data warehouse, contains all of the data the firm has collected about its customers and is the foundation for subsequent Customer Relationship Management activities. Ideally, the database should contain the following information: Transactions—a complete history of the purchases made by the customer, including the purchase date, the price paid, the SKU’s purchased, and whether or not the merchandise was purchased in response to a special promotion or marketing activity. Customer contacts—a record of the interactions that the customer has had with the retailer, including visits to the retailer’s website, inquiries made through in-store kiosks, and telephone calls made to the retailer’s call center, plus information about contacts initiated by the retailer, such as catalogs and direct mail sent to the customer. Customer preferences—what the customer likes, such as favorite colors, brands, fabrics, and flavors as well as apparel sizes. Description information—Demographic and psychographic data describing the customer that can be used in developing market segments. Responses to marketing activities—The analysis of the transaction and contact data provides information about the customer’s responsiveness to marketing activities."

Fonte: Levy, M.; Weitz, B. A. (2004), Retail Management, Boston: McGraw-Hill Irwin, p. 338-339
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