Leisure Trends Group CRM Services

Customer Connections - July 2010

Recently we were talking with a client on the benefits of a transactional database. While this customer was only collecting contact data with sales transactions from one of his POS sources, we determined that he would benefit from a transactional marketing database. Here are five ideas we came up with. Please feel free to go to our LTG CRM LinkedIn Network and add your own.

Up-sell capabilities: This particular customer is a ski resort. They sell 4-pack tickets. Using a transactional marketing database, they could trigger an automated email once an individual hits his/her third day on the slopes with an offer to buy another 4-pack or upgrade to a season pass. The promotion works automatically in the background without any resource and staff needs on the client’s end.

Cross-sell opportunities: Knowing what services a customer doesn’t use based on transactions, an email can be targeted to just the select group of non-users with a trial offer for that service. In this way customers already using the service (or product) are not being sent a discount and potential new customers may be convinced to become active users.

Segmentation targeting: In the case of our client, they sell a season pass for a very nominal cost. Some of these pass holders are money makers because they spend dollars elsewhere on the mountain. Others are low margin visitors as all they do is come and ski with little money spent on ancillary services. By knowing who their high-value customers are, they can save money on marketing by targeting customers who are most likely to spend the additional dollars and reward these customers for their patronage.

Abandoned Shopping carts: Monitoring abandoned shopping carts and communicating to those who abandon their cart is a great way to generate sales. Tests show that between 8% and 10% of individuals who abandon their online shopping carts can be converted to the sale if sent a communication regarding the product they were viewing. The conversion rate is higher if an incentive is offered. Immediacy is key to this effort. All messages can be automated to minimize resources.

Customer appreciation: Loyal customers want to know they are appreciated. Monitoring transactions will provide the information needed to identify key customers based on number of transactions or dollar amounts. By setting up business rules ahead of time, as soon as a customer hits a milestone, an email or text message can be generated thanking the individual for their business and alerting them to the next offer they may be interested in.

Tracking the purchases your customers make with you provides critical information for follow up on future sales. Your messages are targeted, relevant and personalized – the three critical characteristics that will improve your marketing ROI.

About Leisure Trends Group Customer Relationship Management Services
Leisure Trends Group is a knowledge-based company that serves as a leading provider customer management solutions in the sports, entertainment recreation, resort and hospitality industries. We have expert knowledge of the active American consumer. We help clients build customer loyalty through a fully integrated suite of customer management tools, including product registration, database management, direct marketing and research such as guest experience measurement (GEM).

About Leisure Trends Group - LTG is the leading provider for active sports and lifestyle consumer research, retail market intelligence (retail sales tracking) and integrated CRM/Direct Marketing services. Suppliers, retailers, associations, resorts and companies in the sports, recreation, hospitality, travel and entertainment industries rely on LTG. Leisure Trends Group is headquartered in Boulder, Colorado. For more information, contact Julia Day, 303-786-7900 x107 or visit www.leisuretrends.com .

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