From The Editor: Strategies For Targeted Marketing

By Matt Pillar, Editor In Chief, Integrated Solutions For Retailers magazine

Customer loyalty is far from a "have it or you don't" proposition. There are infinite measures of loyalty and thousands of strategies, theories, and systems bent on achieving it. Throw in all the moving parts of the disparate retail systems run by cross-channel retailers, and identifying and understanding the demographics and purchasing attributes of your best customers creates quite a challenge. Yet, it's this understanding that enables targeted marketing and the rewards that come with it. Marketing the right products and promotions — via the right medium — specifically to your most loyal and best customers — requires a clear and complete picture of those customers. This is not easily achieved in a retail environment characterized by cross-channel systems disparity and quasi-integrated point solutions.