A more engaging way to 'clutch' sales Company believes it's not enough to just paper the customer landscape with ads or coupons

Kathy McCarron

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A more engaging way to 'clutch' sales Company believes it's not enough to just paper the customer landscape with ads or coupons

机译：更具吸引力的“离合器”销售方式公司认为，仅凭广告或优惠券来打动客户是不够的

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AMBLER, Pa.—In today's competitive auto service market, it"s not enough to just advertise in the local newspaper or direct mail the same coupon to hundreds of recipients. The latest marketing strategy focuses on identifying a customer's buying habits and personalizing offers. Digital marketing companies, such as Clutch Holdings L.L.C., are offering integrated platforms for automotive service businesses to collect customer data and create marketing geared to personal needs and service history.

机译：在当今竞争激烈的汽车服务市场中，仅在当地报纸上做广告或将相同的优惠券直接邮寄给数百名收件人是不够的。最新的营销策略着眼于确定客户的购买习惯和个性化报价。诸如Clutch Holdings LLC之类的数字营销公司正在为汽车服务企业提供集成平台，以收集客户数据并创建适合个人需求和服务历史的营销。

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《Tire Business》 |2016年第2期|共1页
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Kathy McCarron;
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1. A more engaging way to 'clutch' sales Company believes it's not enough to just paper the customer landscape with ads or coupons [J] . Kathy McCarron Tire Business . 2016,第2期

机译：更具吸引力的“离合器”销售方式公司认为，仅凭广告或优惠券来打动客户是不够的
2. KC Fresh pushes ready-to-eat in bid to boost exotics sales: The company believes its ability to provide ready-to-eat products sets it apart from the competition [J] . Eurofruit . 2006,第385期

机译：KC Fresh推动即食食品以促进外来食品的销售：该公司认为，其提供即食食品的能力使其在竞争中脱颖而出
3. 'We want to provide engaging experience to customers' $$$$Sandeep Mehrotra, director, Sales, Adobe Systems India [J] . Shikha Das Dataquest . 2008,第8期

机译：“我们希望为客户提供引人入胜的体验” $$$$ Sandeep Mehrotra，Adobe Systems印度销售总监
4. Big Data Analytics for Inside Sales Lead Optimization, or Engaging Customers When It Matters the Most [C] . Alhassan Ohiomah, Morad Benyoucef, Pavel Andreev Winter Marketing Academic Conference . 2018

机译：大数据分析为内部销售领先优化，或者在最重要的情况下聘请客户
5. Advertising Sales Performance at a Traditional Media Company Operating in the Digital Age [D] . Pettiette, Michael. 2018

机译：广告在数字时代运营的传统媒体公司的销售业绩
6. An Account of a New Species of Swietenia (Mahogany); and of Experiments and Observations on Its Bark Made with a View to Ascertain Its Powers and to Compare Them with Those of Peruvian Bark for Which It Is Proposed as a Substitute: Being an Abstract of a Paper on This Subject Addressed to the Honourable Court of Directors of the United East-India Company [O] . William Roxburgh 1795

机译：Swietenia（桃花心木）新种的记述；和对它的树皮进行实验和观察的结果目的是确定其权力并将其与秘鲁树皮（作为替代品）进行比较：作为该主题论文的摘要针对于东印度联合公司荣誉法院
7. La banalisation du luxe (Democratization of luxury) Abstract : La plupart des achats pratiqués sont effectués par des clients occasionnels, ce qui a conduit les entreprises à s’adapter par une nouvelle stratégie. En effet, suite à l’intensification de la concurrence et à la concentration du secteur qui engendrent une contrainte de rentabilité immédiate, mais aussi en raison des impératifs nouveaux du marché, les maisons de luxe se voient obligées d’élargir leur offre afin d’ajouter à une clientèle dite traditionnelle une clientèle plus vaste. Dès lors, le secteur du luxe est progressivement passé d’une logique d’offre où seul un nombre restreint de personnes était ciblé, à une politique d’offre où des professionnels du marketing étudient la demande du marché afin d’orienter la production des biens vers un marché de masse. La banalisation est une problématique capitale et décisive car les maisons de luxe doivent préserver leur image de marque tout en élargissant leur clientèle : elles s’efforcent de créer et de pérenniser leurs marques, sans jamais oublier qu’une marque ne peut pas s’associer à n’importe quel objet, sous peine de menacer l’ensemble de ses représentations. Par conséquent, chaque nouveau produit présente un risque pour la gamme toute entière, d’où le risque d’une erreur stratégique par le choix de la banalisation. Le danger est de voir la clientèle aisée se tourner vers d’autres grands noms pratiquant toujours cet esprit d’élitisme qui caractérise le « luxe ». The luxury market is no longer reserved for an elite as its evolution over the last fifteen years clearly indicates. Luxury goods companies have been forced to adapt and resort to new strategies to take into account the fact that most purchases are now made by occasional clients. The keen competition and the on-going concentration in that sector – with the resulting short term profitability constraints - together with the new market conditions, have forced luxury goods companies to broaden their offer so as to add new customers to their traditional base. As a consequence, the luxury market has progressively moved away from an offer-driven logic – targeting a small number of people – in favor of an offer-based policy with marketing professionals studying market demand so as to direct the production of goods towards mass production. The democratization of luxury constitutes a major challenge for those companies which must preserve their image while broadening their customer base: they now strive to create and perpetuate their brand image, without ever forgetting that a brand cannot be associated to just any object, as this might constitute a threat to all its brand representations. Thus every new product constitutes a real threat to the whole range and there is a risk of making a strategic mistake by appealing to the mass market; and there is also a clear danger of seeing affluent customers turn to other great names that still foster this ‘elite spirit’ that characterizes « luxury ». [O] . Eric Vernier, Pierre Ghewy 100

机译：奢侈品的平庸化（奢侈品民主化）摘要：大多数购买都是由休闲客户制作的，这导致公司采用新战略。事实上，随着竞争的加剧和行业的集中导致了盈利的直接制约，而且由于市场的新要求，奢侈品公司被迫扩大其报价以便为所谓的传统客户增加一个更大的客户群。从那时起，奢侈品行业逐渐从以供应为导向的方式转变为只有少数人被定为供应方政策，营销人员正在研究市场需求以指导产品生产。货物进入大众市场。平庸化是一个至关重要且决定性的问题，因为豪宅必须保持其品牌形象，同时扩大其客户群：他们努力创造和延续其品牌，永远不要忘记一个品牌无法联想到在任何威胁他所有陈述的痛苦之下。因此，每个新产品都会带来整个色域的风险，因此通过选择平凡化就会产生战略错误的风险。危险的是看到富有的顾客转向其他仍在实践“豪华”特征的精英主义精神。奢侈品市场不会超过过去15年。奢侈品公司被迫采用新策略来充分利用其客户。由于市场领先的条件，激烈的竞争和该行业的持续集中迫使他们扩大了市场基础。因此，奢侈品市场已经从针对少数人的以报价驱动的逻辑向前发展 - 转而采用基于报价的政策与营销专业人士。对于那些必须在扩大客户群的同时保持形象的公司来说，奢侈品的民主化是一项重大挑战。对其所有品牌代表构成威胁。因此，每一种新产品都会对市场构成威胁，并且有可能通过吸引大众市场来制造战略错误;看到人们涌向那种“奢侈”的精神精神，也存在明显的危险。

A more engaging way to 'clutch' sales Company believes it's not enough to just paper the customer landscape with ads or coupons

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