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.
A.
Knowledge: Add knowledge
1.
Company and products: Help customers recognize and recall name of company and its products.
C. Attract attention of customers to brand name.
Approach customers individually
Use a membership club
| No. | Year | SIC | Note |
| 1 | 1997 | 5141 | 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. |
| 2 | 1997 | 5141 | 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. |
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