By Richard Cross, Janet Smith
A special method of developing lasting consumer relationships starting with awareness-building, this publication explains tips on how to construct gradually greater bonds--through present structures, way of life involvement, worth sharing, and empowerment networks. Dozens of case stories and real-life examples demontrate how winning firms have used purchaser bonding to enhance loyalty.
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Extra info for Customer bonding
And it may be impossible in the new economies of Eastern Europe or the emerging economies of Asia and South America, where customer lists are unreliable and hard to find. Another barrier can be cultural. While new market economies in Central and Eastern Europe, the Pacific Rim, South America, and Africa are hungry for products, sophisticated West European consumers arelike their American counterpartsincreasingly resistant to advertising messages. Says Fabienne Petit, marketing manager for Sopad Nestlé in France, "Studies show that the consuming society is finished.
32 The "new" American woman, starved for time and energy, is not the attentive shopper of the past, and is less interested in the task of product comparisons. She buys tried-and-true brands from well-known companies to minimize the risk of a bad choice. Three out of four women report that once they make a successful purchase, they tend to be loyal re-purchasers. 33 The upcoming generation of 46 million eighteen- to twenty-nine-year oldsvariously dubbed "busters," "twentysomethings," "slackers," "Generation X'' (from the Douglas Coupland novel of this name), "Xers,'' "post-boomers," or the "shadow generation"represent a $125 billion market and will fuel future growth for many product categories.
Direct marketing is also becoming accepted practice and, while mailing lists are difficult to come by throughout the region, other supporting infrastructures are falling into place. The region's first frequent-flier program, "Passages," was launched in 1993 by four of its most important airlines. 36 Japanese consumers, despite recent economic and political upheaval, remain an important market for high-quality, name-brand goods, and they are drawn to prestige products. They tend to become fiercely loyal to chosen brands.
Customer bonding by Richard Cross, Janet Smith