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Mike Morawski, Chief Development Officer of The Yaffe Group, spoke at High Point Furniture Market on Thursday October 23, 2008. He talked about a powerful new digital marketing opportunity that most retailers aren’t leveraging called ELITE Speak. ELITE Speak is an acronym for Enterprise Level Integrated Transactional E-communications.
Transactional E-communications are messages that a retailer sends to customers confirming a business relationship. Examples of this are sales receipts, order and shipping confirmation and warranty notices. Traditionally these messages are only leveraged by IT or customer service departments. With a 70-90% open rate, they are the most successful email/text messages that retailers will send. With that kind of success, why would anyone other than a marketing department be trusted with this vital communication? It’s through these communications that a customer’s image of your brand can be made or broken. And it’s an opportunity that’s wasted, if you don’t make use of it to further your marketing goals and shepherd your brand image.
Here are some things you can do with your transactional messages:
- Confirm the transaction
- Build brand integrity
- Strengthen the customer relationship
- Create a conversation with the customer regarding other sales/service opportunities
- Present cross-sell and up-sell opportunities
Morawski went on to show real world examples of how companies such as Apple, Capital One, Safelite and Costco integrate their transactional messages into all departments and areas of customer communications. The results show increased levels of customer satisfaction, enhanced brand awareness and best of all, increased sales. He concluded with examples of how furniture retailers could take advantage of this opportunity. If you’d like more information, call Mike Morawski at 248-262-9652 and ask for the ELITE Speak White Paper. And watch for an upcoming Yaffe Webinar for more things retailers can do to increase business in these tough times.
To find out more, please contact:
Michael Morawski
248.262.9652
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