Connecting traditional business with online marketing and automation

[kacper]

Hi,

Do You know any good examples of bringing together traditional business with online marketing and deep analysis?

Recently I saw an article about...strip club in Russia, where they connected off-line and online in pretty amazing way (article is in not in english). They used CRM to manage clients and see what's their retention (everyone was getting card with small discount and it was checked every time they came to club) - if he didn't visit club for some time, he was getting reminders with special offers.
That's just a small part of their strategy, but I was wondering if these techniques could work for "normal" business, like hairdresser. I live in Poland and here, almost every "traditional" business is not using the power of online marketing and customers analysis. However, I can see pretty big potential here, especially in bigger cities. Online marketing could help to achieve clients, while using a nice CRM could give great results in building retention. Also, then it would be possible to count CLV and grow the business much quicker.

What do You think about that? Do You know any good examples?

 

[louisaposh]

I know of local hairdressers that do this very well indeed and they usually have the software to automate the processes that are specifically for there industry.
I would search for hairdresser management/appointment software in google to see whats out there. Would certainly save you time.
Good luck

 

[garyk]

They used CRM to manage clients and see what's their retention (everyone was getting card with small discount and it was checked every time they came to club) - if he didn't visit club for some time, he was getting reminders with special offers.
That's just a small part of their strategy, but I was wondering if these techniques could work for "normal" business, like hairdresser. I live in Poland and here, almost every "traditional" business is not using the power of online marketing and customers analysis. However, I can see pretty big potential here, especially in bigger cities. Online marketing could help to achieve clients, while using a nice CRM could give great results in building retention. Also, then it would be possible to count CLV and grow the business much quicker.

What do You think about that? Do You know any good examples?

You would think so but I think in reality this happens very little. I first read about these techniques years ago from a guy that did a lot of metric based work for a catalogue company in the US. I studied it and built tools and delivered a course on using metrics for small businesses to do the very things you suggest. Measuring recency, frequency, latency and calculating customer lifetime value.

But as I say you would think this is something all business owners would do, my experience having delivered IT and Telecom services to SMEs for many years says otherwise. These metrics should be standard in all accounting systems; they are not in any!