Customer Relationship Management (CRM) Tasks
The external objects of the analysis of the company's activities are customers.
First of all we are interested in: "Where (in what shop), when (store hours, day week, month, year), what (what goods), how many (pieces, kg, etc.) and for what amount (rubles) do they buy? "
In retail, the bulk of buyers are depersonalized, but the availability of discount cards allows you to personalize your purchases. Therefore, the analysis can be made both for all buyers, and separately for impersonal and for personalized buyers. The latter, in turn, can be grouped by customer type (for example, a VIP client, cardholders with a 3% discount, etc.).
If you do not conduct sociological surveys and rely only on sales information, then there are difficulties in segmenting impersonal customers. In this case, the signs of formation of customer groups can be, for example, purchase size, purchase time (days of the week and hours) and other characteristics.
Clustering clients based on them can create an understanding of customer segments.
The first question ( Where?). Responding to it, you can analyze a number of aspects of customer behavior.
For example, the size of the share of purchases made by impersonal and/or personified customers in each store, in each store format (cluster), in each region and in the company as a whole.
An important moment for understanding the behavior of a typical client is the estimation of the shares of the intervals of the amounts of purchases on each trade object for each category and subcategory of buyers.
Comparative analysis and display of the dynamics of changes in the solution of the above tasks allows not only to monitor changes in the behavior of clients, but also to evaluate the results of the actions of company managers on the processes in stores, which makes it possible to determine the effectiveness of the work of personnel.
The second question ( When ? "). Weekly sales cycle prevails in retail, therefore the analysis should be conducted not only on a monthly basis, but also on a weekly calendar.
In addition, it is important to see at what hours stores are shopping to assess the effectiveness of each hour of a specific day of the week of the store, as well as what percentage of purchases in these hours of certain groups of customers.
This analysis is important not only for planning the work of store personnel, but also for determining the best time for carrying out certain promotional activities for goods and other promotions.
The third question ("What?"). The answer to the question about what customers are buying becomes the basis for the assortment. It is important to understand the needs of each segment of buyers chosen for positioning in each store, format, region and company as a whole.
The classic method here is the ABC-analysis of sales in the context of the selected segment of buyers, for example, owners of specific types of discount multiples.
It is important to understand the analysis of product preferences for certain intervals of the amounts of purchases, for example, those that bring the main income to the business.
Especially relevant is the comparative analysis of sales in different stores, clusters, formats, regions and in the company as a whole for the analyzed segments of buyers and (or) purchase intervals.The fourth question ("How many?"). The answer to it gives an idea of how many checks and goods are in the check, how checks are distributed over the intervals of the amounts of purchases , the number of purchases by the hours of operation of the objects of trade. Such data is important to obtain for each segment of customers.
The frequency of sales of goods or the variation in the intensity of purchases are often additional criteria for conducting ABC-XYZ analysis, which is important not only for all sales, but also in the context of the selected customer segment and/or the amount of purchases.
The dynamics of changes and comparative analysis in the context of shops, clusters, formats, regions and the company as a whole, as well as different time periods allow not only to determine seasonal fluctuations, but also to reveal trends in the structure of preferences.
The fifth question ("How much?") is the most interesting question for business.
How many can be expressed in the form of revenue, gross profit (sales of goods multiplied by the difference between retail and purchasing prices), discounts granted to discount customers, etc.
It is important to be able to determine these values not only in general, but also for each customer segment.
See the dynamics of these criteria, compare the results of analysis for different objects and time intervals in the context of selected customer groups - an important stage in understanding the contribution to the business of specific groups of customers.
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