Customer Management

Apart from providing the contact coordinates of your customers, Lightning empowers retailers to capture a lot of valuable information about them. It puts into your hands the power to follow your customers and to learn more about their buying behavior and purchasing preferences. You can track exactly what they are buying both in-stores and online. Not just the items but also the quantities that they purchase, at which price points and with what frequency.
This information will enable you to segment them into customer types such as, “VIP customer” or “Red Wine drinker”!  And, you will be able to send more relevant and better targeted email content to them. To illustrate, if you data shows up that Customer 'A' is a frequent buyer of high value champagnes, you could ensure that you send him/her information in advance about the arrival of the  next import consignment of champagnes!

Getting to know the trends of what people prefer to purchase is also a great way to anticipate future demand and stock up your inventory accordingly. Never being out of the items your regular customers seek enhances their customer experience and helps build loyal lasting relationships. 

It is axiomatic that new customers tend to cost more to acquire, and don't spend as much money as loyal, repeat customers. So, keeping your old customers coming back for more makes excellent business sense!

​Cheers!
​Tom Greco