As a specialist in customer relationship marketing, I can tell you that it is much more complex than almost all people think. Customer merchandising, in most people's opinions, is a pretty straightforward matter. As a consumer, you assume that a company sends out either a flyer, card, or a broadsheet almost indiscriminately. They might use radio marketing, television merchandising, or anything else. From the consumer's point of view, it might be all the same, but from a business perspective, all of these are extremely different approaches. Customer marketing must be carefully targeted toward the niche and image that the company wants to portray and the clientele that it wishes to attract.
For example, there is a good reason why Automobile service centers, doctors offices, and even small niche clothing stores often send out postcards for consumer marketing. When you send out a business card, you play off of the perception of an intimate relationship between you and the customer. This form of consumer merchandising is incredibly effectual because it motivates brand loyalty. Although the consumers, of course, know that it is not a custom made card, it still seems thoughtful. Some businesses take customer merchandising so far that they send out glad holiday cards to many of their loyal customers around Christmas. The effectiveness of this truly depends on the niche, however.
One of my favorite customer service merchandising strategies is to send out targeted advertisements to consumers. This is such an effective form of consumer marketing because consumers always appreciate it when you're in tune with their own interests. You can even make an effort to educate about the products while you advertise them, speaking about the relative advantages and disadvantages of each. Typically, people assume that you don't wish to ever speak badly of your very own products, but sometimes it has its advantages. A few negative details thrown in to a customer merchandising report can give the consumer the perception that you are unusually honest and concerned with the welfare of the consumer.
Of course, this isn't the only form of custom marketing that companies routinely engage in. As a matter of fact, the job of a marketing consultants is to think up new and more innovative methods to market products. Methods such as guerrilla marketing and word-of-mouth have revolutionized the marketing industry in the last decade, and client merchandising continues to evolve due to that sort of bright thinking. Not just does it help businesses to make more money, but it also helps consumers to receive a product more carefully altered to their own interests.
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