Final Customer Purchasing from an Intermediary of the Product

Acquire Steps: Acquire steps include all activities the customer completes preceding the purchase of the product. These steps include the customer's efforts needed to identify and evaluate Intermediaries and travel to the Intermediary location.

3. Intellectual: Segment customers on the basis of their current knowledge and understanding of the company and its products

A. Knowledge of company and company product

2. Familiarity with specific product

Customer segment uses the product:

For shopping

No.	SIC	Year	Note
1	5141	1997	Club DLM enabled Dorothy Lane to stop running item price ads. Now much of the money it used to spend on newspaper advertising is plowed into the card program. Price discounts go only to club members. Direct mail is customized based on individual shopping habits.
2	5300	1987	With new home shopping, a Penney's customer tunes into the Telaction channel, chooses a product from a menu, then chooses products and information about the products from a touch-tone phone.
3	5311	1992	Sears has a Sears' Best Customer program that rewards active shoppers with free specialty catalogs.
4	5331	2004	Target creates select groups of tastemakers comprised of shoppers in key buzz markets who morph into one-on-one marketers. By converting shoppers into evangelists for the store, the credibility factor is significant.
5	5399	2000	Starting 1999, many of the largest US retailers, including Wal-Mart, Home Depot, Service Merchandise, Sears, and Office Max, began experimenting with small store formats.
6	5411	1997	Frequent shopper cards allow grocers to offer discounted items only to loyal customers. Dorothy Lane, a two-store Performance Leader grocer, started Club DLM, where customers sign up for discounts, provided they give personal information such as name and address. Company uses card to track buying habits. Frequent shopper cards can add as much as 2 percentage points to gross margins. Club DLM enabled Dorothy Lane to stop running item price ads. Now much of the money it used to spend on newspaper advertising is plowed into the card program, and price discounts go only to club members. Direct mail is customized based on individual shopping habits. Some of the benefits include: Home economist offers weekly cooking classes in kitchen above store. Customers pick recipes off stacks hanging in stores isles. Placards in wine section describe different kinds of wines and which meals go best with them. Note: AII of these are examples of providing customers with additional information.
7	5621	1994	Esprit, originally a designer and manufacturer, also tries to reach out to customers using mail-order catalogs (retail business).
8	5621	2003	Based on customer response to the maternity lines–started at Gap.com in 2000 and OldNavy.com in 2001–the company rolled out a maternity division.
9	5712	1989	Ikea spends nearly 50% of an estimated $10 million marketing budget on its annual catalog. This year, the 196 page book was mailed to 4 million prospective customers who live within an hour's drive of a store.
10	5942	2001	Small-business owners must fight competition from large-chains by improving product selection, service, ambience, and community ties. Booksense is an online branding program that is banding together independent booksellers.

<< Return to Acquire Steps