In this scenario, relational marketing tools overseas chinese in worldwide phone number data play a fundamental role in reversing the situation. To generate ties with customers beyond the occasional sale and maintain constant, long-term results. In short, to build customer loyalty.
What are the tools of relational marketing?
Within the tools of relational marketing and its different disciplines, we can find strategies and methodologies for communication, loyalty, promotion management, business intelligence, direct distribution of advertising, etc.
Communication
Communication is one of the main tools of relational marketing. In fact, according to our latest relational marketing study, 54% of consumers would like to stay in touch with the brand or retailer after making a purchase; however, the 1st Relational Marketing Study in Spain carried out in 2019 reflects that 40% of brands do not continue the relationship with the consumer after the sale, thus losing the opportunity to build loyalty.
In order to carry out a good communication strategy with the client, it is not only important that the client feels identified with the brand. We, as a brand, also need to know our audience and their needs in order to build targeted and segmented marketing strategies according to the public. What does our consumer need? What are their tastes? What channels should we use to relate to them? Marketing and market studies, therefore, will be fundamental to carry out a successful relational marketing strategy.
Loyalty and incentive programs
Another key tool for long-term business relationships are loyalty and incentive programs, which are becoming increasingly important.
The first Study of Relationship Marketing in Spain highlights data such as that 60% of consumers highly valued the advantages of clubs and brand loyalty programs and that almost 80% appreciated benefits such as discounts or exclusive advantages on their purchases. According to the Study, only 1 in 10 respondents said they were not aware of the advantages of this type of program.
Today, consumers still crave promotions and 1 in 4 consumers want to be able to try products, interact with them or receive a gift, as revealed by the III Study of 2021. In the physical store, for the strategy to be effective, there must be collaboration between brands and points of sale. In the case of e-commerce, the experience with the product can be brought closer to home through strategies such as sampling .
