Go Back to
www.IndependentRetailer.com MARKETING Closing Communication Gaps
AMONG THOSE of us who serve and cater to customers, it seems a basic universal truth that we want to maintain steady and loy- al relationships in order to drive more sales. This fact also drives fairly consistent confusion as to what to do and how to do it. The question, “What?” usually results in a disparate list of marketing tactics, such as promotions, dis- counts, limited-time offers, and so forth. The question, “How?” is usually answered with different communication channels: email, advertising, special events, social media, mobile, etc. When it comes to keeping an open line of com- munication between customers’
Glass Pipes Metal Pipes Grinders Hookahs
visits, there are two primary ar- eas where independent retailers should look for answers:
insight
and content. Most retailers have more cus-
tomer and market insight than they realize. And because they aren’t aware of it, many have not yet put it to work in their favor. Once gath- ered and analyzed, this information reveals what needs to be done and how to do it; it is essentially the blue print of all external forces that affect and infl uence your business (i.e., selling seasons, customers, sales channels, and competition). Content is the communication that results from this knowledge. Its mode of delivery is informed
B.W. Novelty Inc. 9300B Harwin Drive, Houston, Texas 77036
Email:
unishowinc@hotmail.com SEX ENHANCEMENT
SUNGLASSES ONLY $20/DZ
AS LOW AS $15/DZ
ONLY $8/DZ CLOSEOUT!!
AS LOW AS $6/DZ
Guitar Pipe
Zippo Style Metal Pipes
Inliner
G on G Bubbler
6 Shot Ginder/Pipe G on G Burner
Pistol Pipe
Scales 98 April 2012 Bob Marley Grinder
Monkey Bubbler
Ask for discount on big orders. GUARANTEED TO SHIP IN 24HRS
INDEPENDENTRETAILER Click-n-Vape
Gas Mask Pipe
Catcher Ash Ceramic Figurine Hookah
by the nature of the messaging and the original insight. Following are the types of insight that will help independent retailers close the communication gap with their customers in between visits: Business and Customer In-
sight: A number of external and business-/customer-specifi c factors drive and affect your sales, and are therefore necessary to fully under- standing how to create incremental sales. Insight from factors such as website analytics, CRM and CMS information, in-store and online sales performance, research, focus groups, and personal relationships with customers are the basic foun-
continued on page 99
Phone: 832-228-3788
www.wholesalecentral.com/unishow
Water Pipe
Big Scales
Incenses Vaporizers & MUCH MORE!
Fitted Cap As low as $20.00 a Dozen
CLOSEOUT!!
NEW!!
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116 |
Page 117 |
Page 118 |
Page 119 |
Page 120