Success with customer relationship management can enhance your marketing if you use market segmentation to provide customized services and offers to your customers.

This series of posts covers three ways to segment customers. I covered segmenting by your customers’ buying behavior yesterday. You can access that post by clicking the link below.

Success With Customer Relationship Management By Buying Behavior

Today’s post will cover segmenting by your customer’s frequency of purchases, and tomorrow’s post will cover segmenting by demographics. If you’re coming here after it’s published, you can access it from the link below:

Success With Customer Relationship Management Using Demographics

Success With Customer Relationship Management
By Frequency of Purchases

The frequency of purchases that you can expect from your customers depends on the type of products or services that you sell.

Success With Customer Relationship Management
For High Frequency Purchasers

Consumable products have the highest frequency of purchases. If you sell consumable products such as cosmetics, food, and vitamins, your good customers should buy several times per year. For some products, they’ll buy monthly.

You should keep records of what your customers buy and let them know when their favorite products are going to go on sale or be a part of a special promotion.

By emailing them or sending them a card about the sale or promotion, you are providing them a service that they will appreciate. Many will visit  your store again, where they will often by additional products. It’s a win-win.

Success With Customer Relationship Management
For Medium Frequency Purchasers

Good customers buy other products less frequently because they just don’t need them as often. These products include clothing, costume jewelry, small appliances and small electronicics

Good customers in this category generally buy a couple of times a year. You can encourage them to make both purchases with your business by emphasizing new and fresh items and by informing them of discounts and sales.

Email and direct mail work effectively to inform them of new products and new opportunities to save on products.

Success With Customer Relationship Management
For Low Frequency Purchasers

If you sell expensive products that people don’t need to replace very often, they will naturally buy from you less. For instance, if you sell furniture or large appliances, your customers won’t repeat their purchases until years later.

However, they may buy other related products if you keep in touch with them and offer them great customer service on their purchases.

For example, a customer who buys a refrigerator may need a dishwasher the same year. A customer who buys a bedroom set may soon need a living room set.

Success With Customer Relationship Management
By Frequency Of Purchasers
Conclusion

By keeping in touch with your customers, you improve customer relations while also improving your sales.

Your customers will appreciate knowing that you are thinking about them “after the sale.” They will likely purchase from  you  again because you have customized your offers and communications to them according to their prior purchasers.

Because customized offers build more loyal customers, you get more repeat business. Because you treat each customer as someone who is special and important to your business, you also increase your success with customer relationship management.

Want to know how to find more new clients and sales prospects?  This eBook covers many strategies, including referrals, cold calling, getting to decision makers, elevator pitches, Internet marketing, and more. Check it out.

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Posted 8-14-08:
Success With Customer
Relationship Management
By Frequency of Purchases

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