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Por que debes fixarche máis nos que che visitan día a día | feirón blog
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0 Comentarios | oct 10, 2014

Por que debes fixarche máis nos que che visitan día a día

de compras feiron


O obxectivo deste artigo é compartir algúns datos que, así, xuntos, resultan moi rechamantes e poden facerte reflexionar e influírte en decisións do teu día a día. En concreto, en decisións sobre ONDE investir os teus euros, xa sexa 100 € ou 1.000 €, de publicidade ou mercadotecnia.

Aí vanche uns cantos datos (FiveStars):

  • De media, o 50% dos teus novos clientes non volven.
  • Un comercio medio (mesturando hostalaría) ten un 20% de clientes fieis (que o visitaron polo menos 10 veces).
  • Este 20% de clientes fieis xera o 80% das vendas e o 72% das visitas. OLLO, a porcentaxe de vendas é maior porque os clientes fieis consumen máis!!


Agora uns datos aínda máis enfocados a onde gastas o teu diñeiro destinado a vender máis. A grande aposta está en se gastalos nos clientes fieis para que sigan comprando, para que volvan con máis frecuencia ou compren máis nas súas visitas. Ou ben gastalo en captación de novos clientes. E aquí moitos comercios pensades nas páxinas de cupóns (o se porque falei persoalmente con centos de comercios nos últimos meses!!). Pois atento:

Menos do 20% dos consumidores de cupóns volverán dispostos a pagar o full price (Rice University Study)
A media de conversión de promocións enviadas a novos clientes é menor que o 1% (Kiss Metrics)

Polo tanto, destinar todo ou boa parte do presuposto a captar ese tipo de clientes que compran menos que os fieis, que custan moito máis e que ademais, na metade dos casos, non volven parece unha mala idea. Non obstante, concentrarse nos que xa tes para que veñan máis, compren máis e tamén que nos traian aos seus amigos, parece moito máis rendible.

A clave é converter eses clientes actuais, máis ou menos frecuentes, en clientes fieis. Conseguir que os esporádicos veñan máis, compren máis e traian os seus amigos.

Por último outro dato, o 65% dos clientes fieis queren escoitarte. asked synonym É dicir, están dispostos a que lles envíes emails con contidos de interese.

Así que xa sabes:

Primeiro, intentar cuantificar que/quen son clientes fieis, esporádicos e novos
Segundo, deseña accións para que os esporádicos se convertan en fieis (e consuman como tales;)
Terceiro, pon en marcha esas accións, entre as que estará establecer unha canle de comunicación con todos eles

Dende CLICUA comungamos con esta formulación dende a medula, polo que conta connosco para o que necesites. Apaixónanos traballar nisto!!

Se che gustou, non dubides en compartir!

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