chapter 21: costumer relationship management

My company sales this year have been the best they have ever been because this year they have worked efficiently on  managing their costumer relationship.  Steve Madden stores two different types of information.  They collect personal information like Name, email address, credit card number and items you buy and store the frequency of you purchases.  This shows them how many individual loyal costumers they have it also allows them to send emails telling the costumer of new promotions and events.  This makes the costumer aware of the company more often and its likely that they will come back to purchase products even if they had not originally planned to.   The second type of information the company stores is aggregate information which monitors how many people log onto the site everyday and how frequent people visit the stores.  This year they have made a larger acceptance that their buyers are more frequently young women from the ages of 16-28.  They understand that this age group of women enjoy a funkier type of shoe.  The lines every year often have higher 4.5 -5 inch platform based heals.  They have found that this age group enjoys buying these higher heals in comparison to older women who seem to purchase something a bit more sophisticated.  They do have another line called "Steven by Steve Madden" which have pricier more sophisticated shoes for the slightly older working woman.  This year off customer relationship management Steve Madden has been able to increase its sales by knowing its largest target market well.  Woman of a younger age group tend to love social networking sites.  Facebook, twitter, and blogger are something that the company have found very useful.  Launching a Blog said to be written by Steve Madden him self was launched 2 years ago.  Although this blog is also about things other than the company and the product lines it has brought alot of buzz around the company name. Facebook and twitter like buttons on the web site have made Steve Madden look that much cooler to young woman who spend alot of time on the computer.  And in this day an age where your phone can do just about everything a computer can do in the palm of your hand, even shopping the company knew that a mobile site would be the best thing.  The Mobile site launched this year has been the best thing for young women because most of them own either an iphone, blackberry, or andriod they can do a little shopping from anywhere.  The launch of the Steve Madden music site is also something that young woman love and they feel comfortable with.  The company has understood that "coolness" and convenience   will increase their sales and will further the message of buying Steve Madden shoes. One last thing i found on the site that i have never noticed before is a chat pop up to chat online with Steve Madden representatives to see what shoes and styles are right for you, and to ask any questions.