As a professional in client relationship marketing, I can tell you that it is much more complex than most people think. Consumer marketing, in the majority of people's evaluations, is a pretty simple matter. As a customer, you assume that a company sends out either a flyer, card, or a broadsheet almost indiscriminately. They might use radio merchandising, TV marketing, or anything else. From the consumer's perspective, it may be all the exact same, but from a business perspective, all of these are extremely different approaches. Customer merchandising must be carefully targeted towards the niche and image that the business wants to portray and the clientele that it wishes to attract.
For example, there is a compelling reason why Auto service centers, physicians offices, and even small niche clothing stores often send out postcards for consumer marketing. When you send out a business postcard, you play off of the conception of an intimate rapport between you and the customer. This type of customer marketing is incredibly effectual because it motivates brand loyalty. Even though the customers, of course, know that it isn't a custom made postcard, it still seems thoughtful. Some companies take client merchandising so far that they send out glad holiday cards to many of their loyal customers around Christmas. The effectiveness of this really depends on the niche, however.
One of my absolute favorite consumer service merchandising methods is to send out targeted ads to customers. This is such an effective form of consumer merchandising because customers always appreciate it when you are in tune with their own interests. You can even make an effort to educate about the products while you advertise them, talking about the relative pros and cons of each. Usually, people assume that you don't wish to ever speak badly of your very own products, but from time to time it has its advantages. A few negative details thrown into a consumer merchandising report can give the customer the perception that you're unusually truthful and concerned with the welfare of the consumer.
Of course, this isn't the only form of custom merchandising that businesses perpetually engage in. As a matter of fact, the job of a merchandising consultants is to come up with new and more innovative techniques to market products. Methods such as guerrilla marketing and word-of-mouth have revolutionized the marketing industry in the last decade, and customer marketing continues to evolve because of that sort of bright thinking. Not only does it help companies to earn more money, but it also helps consumers to receive a product more carefully altered to their own interests.
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