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These methods are necessary to gather information about
customers because it is not possible to read the clues arising from
face-to-face meetings.
The organisation can use the customer information to...
- offer a personalised service.
- advertising will be linked to the customer's own interests. -
websites can be personalised.
- emails can be sent about offers that are of interest
- persuade customers to spend more
- 'people who bought...also bought...' A web site might suggest other
items the customer may be interested in.
- special discounts such as free delivery may entice customers to
spend more.
- may websites have a rating system based on reviews of previous
customers.
- buying an item (such as a holiday) may mean you get emails of
similar offers or special promotions.
- predict market trends
- with enough information, companies can predict sales trends and be
prepared to stock those items that will be popular 'next month'. There
is software that is very good at predicting trends.
- reduce wastage
- waste will arise if a shop stocks too many items that are not going
to sell. Good information should prevent this happening.
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