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Database Marketing: Using Point-of-Sale Data to Improve Profitability
by: David Frey
Copyright 2005 David Frey

Not long ago I made a trip over to the local Radio Shack to purchase an electronic plug for my cassette recorder.

As I paid for my item the retail clerk asked me for my name, address, telephone number, birth date, and even my email address (something every retailer should be asking for today!).

Although I felt a twinge of discomfort giving out my personal information, I went ahead and gave it to him and went on my way.

Driving home I reflected on Radio Shack’s checkout process and was reminded of the power of information gathering at the point of sale.

I had just given Radio Shack three ways to contact me, not to mention, information on what I had purchased. In the hands of a skilled marketer, this information is powerful.

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Database Marketing
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The recent economic slowdown has brought increased competition to small businesses. And with that, retailers across North America have described their sales as "flat." Small businesses should be looking for low cost, high impact marketing activities to drive prospects to their business.

One of the most effective and cost-efficient ways to add profits to the bottom line is the use of database marketing, which uses information collected at the point-of-sale.

Using personal data, purchasing data, and contact information from a customer database, a spa and pool retailer can make offers to customers for complimentary products and services and engage in loyalty marketing activities.

Database marketing has four key elements, (1) gathering customer data, (2) building a customer database, (3) creating targeted offers for specific customer groups, and (4) tracking results to improve responses.

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Step 1: Gather customer data.
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The easiest way to begin this process is to develop a simple form for customers and salespeople to fill out every time a customer purchases a product or service. Include personal information such as names of spouses, children, profession, and birthdays, as well as, product information such as manufacturer, make, and model.

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Step 2: Build a database to store your customer information.
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Start simple using off-the-shelf software such as Microsoft Access. Later on you can begin to modify the database to either include different types of information or to print special reports.

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Step 3: Start sending offers and personal messages to your customers.
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Don’t wait until you have a large mailing list. Begin sending notes to customers right away thanking them for their purchase, to celebrate birthdays, share holiday messages, and inviting them to come in and take advantage of special offers.

There is an old saying that goes, "Business goes where business is invited, and stays where it is appreciated." A personalized invitation to drop by the store to take advantage of a specific incentive is sometimes all that is needed to keep your customers coming back into the store.

Instituting a program of personal, hand-signed notes that coincide with birthdays or special events addressed to the customer's significant other that offer gift ideas, can have surprising results.

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Step 4: Track the results of your database marketing efforts.
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By knowing who you sent offers to and who responded will help you identify your best customers, allow you to more effectively allocate your marketing dollars, and help you tweak your marketing pieces to get higher response rates.

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What Information Do I Collect?
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It’s important to determine in advance the type of information to collect. To do this, make a list of common special offers you might be presenting to your customer.

For instance, if you sold a product in the health industry and many of your customers have lower back problems you could joint venture with other businesses to develop special promotions on products that help to relieve lower back pain.

To capture the fact that your customer experiences lower back pain, simply place a check box on your form that says, "Do you experience lower back pain?"

If your customer has small children, consider presenting follow-up offers for products targeted for small children.

Imagine being a consumer and receiving a letter from your business with an enclosed birthday card for little Joey who just turned eight years old and a discount offer for a basketball hoop or other relevant products. You think to yourself, "What a great gift. Joey would love that!" This is the power of database marketing.

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Collecting Accurate and Consistent Information
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Database marketing all starts at the point of sale. Without accurate, complete, and consistent data this type of pinpoint target marketing can’t be done.

To ensure that your information is accurate and consistent, help your customers fill out the data collection form and review each information form for completeness.

You might experience a hesitancy from your customer to give out all their personal information, similar to how I felt at Radio Shack.

However, after explaining that the information will only be used to send out special offers during important events, is completely confidential, and will not be shared with anybody else, you’ll find that most of your customers won’t have any problem giving out their personal information.

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Cost Effective Loyal Customers
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Marketing to your current customers is one of the most effective and cost-efficient strategies you can do to reduce your marketing costs, enhance your customer / retailer relationships, and produce long-term loyal customers who, over a period of months or years, become your biggest source of referrals.


About the author:
David Frey is the author of the best-selling manual, "The Small Business Marketing Bible" and the Senior Editor of the "Small Business Marketing Best Practices Newsletter." To get your free lifetime subscription visit http://www.MarketingBestPractices.com


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Picking A Small Business Accounting Program
 by: Stephen L. Nelson, CPA

A small business accounting program should accomplish three tasks: track income and expenses, generate business forms, and keep detailed records for other assets and liabilities.

Tracking Income and Expenses

The task of tracking a business’s income and expense is really the most important job of an accounting system. If you own or manage a small business, obviously, you need some tool for measuring your income and your cash flow.

Although checkbook programs like Quicken and Microsoft Money does little more than keep a checkbook, you can actually keep financial records for a business right out of a checkbook. To do this, you simply categorize deposits as falling into some income category. And when you write a check or make some other withdrawal, you categorize expenses as falling into some expense category.

One problem with using a checkbook program, however, is that by using a checkbook program, you are implicitly using cash-basis accounting to track your income and expenses. Cash-basis accounting counts income when you receive a deposit and counts expense when you write a check.

Cash-basis accounting is easy to understand, and that means you are less likely to make errors in implementing it. However, cash-basis accounting is generally too imprecise for more complicated businesses. If you use inventory in your business, for example, cash-basis accounting isn’t very accurate—and the Internal Revenue Service does not allow it.

And there are other circumstances, too, in which cash-basis accounting produces serious and usually unacceptable errors in precision. For example, if you often receive money before you have actually earned it or if you often incur expenses long before you actually have to pay for them, you need to use a more sophisticated accounting program than a checkbook program.

Generating Business Forms

The second task that a small business accounting program should help you with is the generation of business forms. The most common business form is simply a check. Any checkbook program help you do this. Other business forms that small businesses commonly need to produce include invoices, credit memos, monthly statements, purchase orders, and so forth.

If you have a small business with very simple form requirements—perhaps you need only checks—then a checkbook program may work very well for you.

However, if you have extensive or complicated business form generation requirements, a more full-featured small business accounting package, such as Intuit’s QuickBooks, Peachtree’s Complete Accounting, or Microsoft Small Business Accounting will do a better job for you.

If you produce more complicated forms, but you produce these other forms with a word processing program, then a checkbook program may still work for you.

Detailed Record Keeping for Other Assets and Liabilities

The third task that a small business accounting program should help you with is detailed record keeping of your most important assets and liabilities. A checkbook program lets you keep good detailed records of cash, and for some businesses that is the principal asset. But many small businesses have other significant assets and liabilities they need to track, for example, accounts receivables, inventory, and vendor payables.

Whether or not a particular software program’s accounting tools provide adequate asset and liability record keeping depends on the situation. However, no small business accounting program does everything you need it to do. Any accounting program that provides an extensive list of features, by its very nature, becomes a challenge to use. For example, moving to the accrual basis of accounting adds an entire layer of complexity to financial record keeping, and keeping detailed records of inventory adds another layer.

For these reasons, even when a particular program doesn’t do everything you need it to do, your best choice still may be to use the program—and then simply live with its shortcomings.



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