Customer Reviews

Customer Specific Marketing

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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.

"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".

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.

The one thing this book cannot do for you is make top management, from the CEO to the regional and divisional managers, get on board your program. Unless someone lays down the line, and goes with the book's recommendation to transform the company to work along loyalty marketing lines, the only thing that will come out of such a hobbled frequent shopper program is an expensive toy.

Been there, done that.

You need three things to make your FSP system work, total management dedication, the people who can put together a hardware/software combination that is actually functional enough to do the job, and the recommendations of this book.

If you want to start a FSP at your supermarket, you just found THE BEST BOOK on this topic.