Brian Woolf's book changed the way companies do business. His Theory; Mass marketing is dead. Differentiated marketing-giving different offers to different customers is the new marketing wave. A graduate of Harvard business School and former CEO of Food Lion, Woolf shows how businesses have to practice the "intelligent loss of business" for greater profits by reorganizing your business along customer rather than product lines.
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Most Helpful Customer Reviews
4 of 4 people found the following review helpful:
5.0 out of 5 stars
The "Bible" of how to do Loyalty Marketing,
By
This review is from: Customer Specific Marketing (Hardcover)
Our whole management team read and studied this book. We then implemented the system in our computer, using the 5 quintiles of shoppers based on the dollars spent, frequency, and recency of the purchases. Now we are able to target people who buy a specific category for mailings and events. The return on these mailings is excellent. This book tells you how to do it all. We didn't go to any seminars or read anything else. Though the book focuses on the supermarket business, we are a specialty retailer. So this book not only tells you all about "Customer Specific Marketing," there is enough information to be able to implement the system with the help of a good IT person. Everyone in retailing should read this book and reap the rewards.
3 of 3 people found the following review helpful:
5.0 out of 5 stars
The "Bible" For Maintaining A Frequent Shopper Program!,
By A Customer
This review is from: Customer Specific Marketing (Hardcover)
"Customer Specific Marketing" offers valuable insight and information on how to start and maintain a card-based frequent shopper program. It not only tells you "how to do it", it provides statistical data and those ever important testimonials of actual supermarket executives who are willing to let us learn from their successes and mistakes. Reading and following the guidelines in this book will help you to understand how to keep your most profitable customers happy and coming back. It will also help you eliminate your losses from "cherry pickers".
3 of 3 people found the following review helpful:
5.0 out of 5 stars
The best book written on loyalty marketing,
By A Customer
This review is from: Customer Specific Marketing (Hardcover)
Brian Woolf is the guru of loyalty marketing. His book, "Customer Specific Marketing" is the best book written on loyalty marketing, and I've read them all. His book's two biggest strengths are his statistical proof on the effectiveness of loyalty marketing programs and his suggestions for how to consturct an excellent program. This book is must reading for anyone who wants to find out how to find and keep customers.
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Front Cover | Front Flap | Table of Contents | First Pages | Index | Back Flap | Back Cover | Surprise Me!
Inside This Book
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First Sentence:
Retailers are always trying to gain new insights about their customers. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
customer specific marketing, differentiated marketer, next purchase gift certificate, unidentified transactions, direct customer profitability, active cardholders, one food retailer, customer specific pricing, higher spending customers, promiscuous shoppers, differentiated marketing, product category management, boomerang principle, triple coupons, trading week, launch week, proportional rewards, purchase rewards, new cardholders, customer differentiation, temporary price reductions, convenience shoppers, targeted offers, weekly spending, defection rate Key Phrases - Capitalized Phrases (CAPs): (learn more)
Club Greg, Education Express, Green Hills Farms, Lees Supermarket, Measured Marketing, Express Savings Club, Morgan's Tuckerbag, Gregerson's Foods, Food Lion, Total Active Cardholders, Brian Woolf, Mission Marketing, United States, Best Customer, Carol Convenience, Farmer Jack, Lucy Loyal, Decile Report, New York, Stores Table, Stuart Split, United Kingdom, Vice President of Marketing, New Zealand New!
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Front Cover | Front Flap | Table of Contents | First Pages | Index | Back Flap | Back Cover | Surprise Me!
Retailers are always trying to gain new insights about their customers. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
customer specific marketing, differentiated marketer, next purchase gift certificate, unidentified transactions, direct customer profitability, active cardholders, one food retailer, customer specific pricing, higher spending customers, promiscuous shoppers, differentiated marketing, product category management, boomerang principle, triple coupons, trading week, launch week, proportional rewards, purchase rewards, new cardholders, customer differentiation, temporary price reductions, convenience shoppers, targeted offers, weekly spending, defection rate Key Phrases - Capitalized Phrases (CAPs): (learn more)
Club Greg, Education Express, Green Hills Farms, Lees Supermarket, Measured Marketing, Express Savings Club, Morgan's Tuckerbag, Gregerson's Foods, Food Lion, Total Active Cardholders, Brian Woolf, Mission Marketing, United States, Best Customer, Carol Convenience, Farmer Jack, Lucy Loyal, Decile Report, New York, Stores Table, Stuart Split, United Kingdom, Vice President of Marketing, New Zealand New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Front Flap | Table of Contents | First Pages | Index | Back Flap | Back Cover | Surprise Me!
Citations (learn more)
This book cites 6
books:
See all 6 books this book cites
14
books
cite this book:
See all 14 books citing this book
- Shrinking The Corporate Waistline by Brian P. Woolf in Back Matter (1), and Back Matter (2)
- Strategic Database Marketing: The Masterplan for Starting and Managing a Profitable, Customer-Based Marketing Program by Arthur Hughes in Front Matter, and page 170
- Robin Hood by Golden on page 203
- Crowning the Customer by Feargal Quinn in Back Matter
- The One to One Future by Don Peppers in Front Matter
See all 6 books this book cites
- Strategic Database Marketing: The Masterplan for Starting and Managing a Profitable Customer-Based Marketing Program by Arthur M. Hughes on 5 pages
- The Customer Loyalty Solution : What Works (and What Doesn't) in Customer Loyalty Programs by Arthur Middleton Hughes on page 227, page 293, and Back Matter
- Building the Customer Specific Retail Enterprise by Gary Hawkins in Front Matter (1), Front Matter (2), and Back Matter
- Why CRM Doesn't Work: How to Win By Letting Customers Manage the Relationship by Frederick Newell on page 93, and page 96
- The Complete Idiot's Guide to Winning Customer Loyalty by Murray Raphel on page 92, and Back Matter
See all 14 books citing this book
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