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Tuesday, 14 April 2009



Do these figures/case studies translate to infrequent, high consideration purchases though? (eg Cars)

Surely there's only so much CRM you can do to encourage repeat purchases??

chris stephenson

I intend to show over the coming days that they do. most car-buyers - for example - continue to buy the same brand. which shows all the more reason to use communications to continue to engage owners whilst they are in between consideration windows.

a key aspect is word of mouth, something that becomes more important for infrequent high consideration purchases... in this instance using comms to talk to your existing customers gives them reasons to talk to other - potential customers - about a brand.

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  • from scarcity to abundance; more stuff in more places; and rapidly evolving media business and consumption patterns. how much fun is this?

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