DATABASE MARKETING

Database marketing (DBM) collects information on customers to learn how they might be better served, thereby increasing your value to them and their value to you. Western Shores Database Marketing is a customized combination strategic and technical activities which allows a business to market products, services or events in a 1-to-1 fashion. The "data" in database marketing initially meant the basic customer data - name, address, and not much more. This data was used to automate transactions and undifferentiated mailings such as billing inserts and product promotions, now much more!

Keys to Successful Database Marketing
We offer the ability to :
• Use all available channels to collect information about your customers.
• Use the information to tailor products and services to individual customer needs and preferences.

The Continued Growth of Database Marketing:
• the introduction of point-of-sale technologies that capture data on customer purchasing behaviour, and
• the realization that all points of contact with customers can yield valuable information.

Taken together these developments allow businesses to understand and treat their customers as individuals. Once customers are recognized as individuals it is possible for businesses to create unique two-way relationships with them based on knowledge of their individual habits and preferences.

The resulting interactive dialogue becomes mutually reinforcing: the business learns more and more about individual customers while individual customers become increasingly reliant on, and loyal to, the businesses that serve their specific needs. This is the underlying notion of customer share determining who your best (most profitable) customers are and selling more to them.

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