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Australian retail giant, Myer, has disclosed that during 2009 it will focus it's marketing spend on targeted, direct marketing to Myer One card holders--in fact it will spend more on DM to store card holders than all of its other advertising put together. Myer explained that they plan to leverage their customer data from their existing 2.7 million card holders, who are clustered into groups and segmented into three tiers (based on annual spend). The intent of Myer's DM focus is to become more relevant to their customers.
Other FMCG businesses should be taking a leaf out of Myer's marketing strategy. In the current economy, targeted relevant marketing is key to influencing customer purchasing behaviour—and retaining them.
Posted on Monday, 13 April 2009 at 4:05 PM | TrackBack: http://www.veedeepee.com/cgi-bin/mt-tb.cgi/207