JP2003208098A - Method for managing customer and customer management tool to be used for the method - Google Patents

Abstract

<P>PROBLEM TO BE SOLVED: To provide an excellent customer management method capable of detecting a customer's visit state at a glance and a tool to be used for the method. <P>SOLUTION: In the method for managing a customer's visit state by using customer cards 2 and a card holder 1 provided with an operating customer space monthly divided by monthly visit indexes 3 and a non-operating customer space, the customer card 2 of a visiting customer is set up in the month space concerned of the operating customer space of the card holder 1, the customer card of a customer corresponding to the lapse of a prescribed period S from the final visit month is moved to the non-operating customer space of the holder 1 and a proper visit promoting means is applied to a customer of a customer card 2 arriving at a specific visit promoting period set up before the lapse of the prescribed period S out of customer cards 2 stored in the operating customer space. <P>COPYRIGHT: (C)2003,JPO

Description

Detailed Description of the Invention

[0001]

BACKGROUND OF THE INVENTION 1. Field of the Invention The present invention relates to a customer management method and a customer management tool used for grasping and managing the visit situation of a customer at a cosmetics store or the like.

[0002]

2. Description of the Related Art Conventionally, in cosmetics stores and the like, customers who visit stores are registered as members as much as possible, and instead of giving benefits as members, customer information is converted into data by membership number and used for sales promotion. ing.

For the management of the customer information, a binder-type customer ledger in which customer cards are arranged and bound in the order of member numbers or in order of customer name has been conventionally used. In addition, a computer is used to create a database of customer information, which is collectively managed together with a product purchase history.

By the way, recently, it has been proposed that the customer's visit situation is grasped and that the customer who frequently visits is not missed and that the customer who has a visit interval is encouraged to come to the store efficiently. , The management method for that is being studied.

[0005]

However, with the binder-type customer ledger described above, although it is possible to retrieve information for each customer, it is difficult to grasp the visit situation of all customers. For example, six months after the previous visit. In order to pick up only those customers who are distant and encourage customers to come to the store by direct mail (hereinafter abbreviated as "DM"), etc., it is necessary to check the visit records of each customer from the customer card one by one. However, there is a problem that complicated work is required for a long time.

Therefore, it is conceivable to send a DM for promoting a store visit to all registered customers regardless of the frequency of store visits, but a customer who frequently visits the store should come to the store regularly regardless of the presence or absence of DM. Has become a habit. On the contrary, for customers who are registered in the store but who have no intention of visiting the store, D
Since M is destroyed without being useful, it is not economical.

On the other hand, when the customer management is performed by a computer, it is possible to easily perform processing such as picking up a customer who has not visited the store for 6 months or more since the last visit date on a monthly basis, for example, based on a database of customer information. However, introduction of a computer requires facility cost and a certain operation technique, so that a small-scale store cannot handle the computer in many cases. In addition, even in a large store, it is inefficient to let all store staff operate a computer for customer management, so there is a demand for a method that enables easy customer management with a visible and simple tool. .

The present invention has been made in view of the above circumstances, and an object thereof is to provide an excellent customer management method and a tool used therefor, which enables the customer to know the customer's visit situation at a glance.

[0009]

In order to achieve the above object, the present invention provides a customer card created for each customer and a space for working customers in which a month-by-month store visit index is provided with partitions by month. A method of managing a customer's store visit situation by using a card holder equipped with a space for non-working customers without another partition, wherein the customer card of each customer visits the customer card of the above-mentioned card holder. Set it at the position partitioned by the monthly store visit index of the month, and move the customer card of the customer whose predetermined period S has passed from the last store month to the non-operating customer space of the above card holder and When a customer is excluded from the store visit promotion target and a particular store visit promotion is set before the elapse of a predetermined period S among the customer cards in the space for working customers. To the customer of the customer card has been reached,
The first gist is a customer management method adapted to take appropriate store visit promotion means.

Further, according to the present invention, among the above customer management methods, in particular, the predetermined period S is set to 6 months from the month of the last visit, and the promotion time of the store is based on the month of the last visit. The second gist is the customer management method that is set after 5 months as the
The third gist is a customer management method that is set for two months, that is, two months and five months, based on the month of the last visit.

Furthermore, according to the present invention, among these customer management methods, in particular, the customer is a customer who visits a cosmetics store, and a basic cosmetics purchase item check box is provided on the customer card. The fourth gist is a customer management method in which when the basic cosmetics are purchased at the time of coming to the store, the purchase history is entered in the customer card so that the purchase history is referred to when the means for promoting the coming to the store is taken.

Further, the present invention is a customer management tool used in the customer management method according to the first aspect of the present invention, wherein a customer card created for each customer and a large number of the above-mentioned customer cards are stacked and held. With a holder, the card holder has a space for working customers with monthly partitions according to the monthly store visit index, and a space for non-operating customers without monthly partitions. For each visit, the customer's customer card is set to the position divided by the month-to-date visit index of the month in the working customer space of the card holder,
A fifth aspect of the present invention is a customer management tool in which a customer card of a customer who has passed a predetermined period S from the last month of coming to a store is moved into the non-operating customer space of the card holder.

In the present invention, among the above-mentioned customer management tools, the present invention particularly indicates the month-by-month store visit index and the specific store promotion time set before the elapse of a predetermined period S from that month. The sixth point is a customer management tool that also includes a display, and the above customer is a customer who visits a cosmetics store, and the customer card has a basic cosmetics purchase item check box provided on the customer card. The summary is 7.

[0014]

BEST MODE FOR CARRYING OUT THE INVENTION Next, an embodiment in which the present invention is applied to customer management in a cosmetics store will be described.

FIG. 1 shows the customer management tool used in this example. This customer management tool distinguishes the plastic card holder 1 with an open top box, a large number of customer cards 2, a monthly visit index 3 for partitioning them, and members who have not visited for more than 6 months. Future store index 4 and. In addition, 5,
6 is a guide plate for holding the customer card 2 and the indexes 3 and 4 in the card holder 1 so as not to fall down,
Both left and right ends thereof are engaged with groove portions 7 provided at predetermined intervals on the left and right inner wall surfaces of the card holder 1 at appropriate intervals.

As shown in FIG. 2, there are twelve monthly store visit indexes 3 from January to December, and the index portion 3a shows a display 10 indicating the month and the month. A display 11 showing the time after two months as a base point and a display 12 showing the time after five months from the month are displayed side by side. By the way,
Index part 3a of monthly index 3 for June
Has a display 10 "coming in June", a display 11 "8/16 action", and a display 12 "11/16 action".

In the month-by-month index 3, the ground color is navy blue, and the display 10 is white characters. Further, in the display 11, the characters are dark blue, and the quadrangular portion which is the background thereof is colored yellow to stand out (image of a yellow card). Further, in the display 12, the characters are white, and the square portion as the background thereof is colored red to make it stand out (image of a red card).

On the other hand, in the future store index 4, the ground color is dark blue, and the index portion 4a is displayed with a dark blue character "6 months or more" with a white colored background.
Has been done.

As shown in FIG. 1, the store visit index 3 classified by month is the current month (January in FIG. 1) out of 12 sheets.
7 cards from 6 months to 6 months ago are arranged in the card holder 1 so that the front is the current month, and the customer card 2 of the customer who visited this month is The current month (1
It is set before the store visit index 3 for each month. Therefore, the deviation from the current month up to 6 months ago, the variation of the last month when the customer visited the store,
It can be seen at a glance depending on the position of the customer card 2. The monthly visit index 3 that is not used is the monthly visit index 3 (7 in FIG. 1).
It can be placed upright on the back side of the monthly index) or taken out of the card holder 1 and stored separately.

The portion partitioned by the above-mentioned seven monthly store visit indexes 3 becomes the "operating customer space" where the customer cards 2 of customers who frequently visit the store are lined up.

In addition, the future store index 4 is arranged behind the above-mentioned "space for active customers", and the space behind it is a collection of customer cards 2 of customers who have not visited the store for more than 6 months. It will be the "space for non-working customers". That is, the above "space for working customers"
Is updated each time the month changes, by adding the new monthly store visit index 3 to the front, and removing the last store store index 3 by month that is older than 6 months and the customer card 2 belonging to that month at the back. It is like this. At this time, index 3 for each old month
Are grouped with other unused monthly store visit indexes 3, and the customer card 2 belonging to that month is a customer card of the future store for 6 months or more. It will be moved to "customer space".

The "non-operating customer space" is provided with a line-by-line index 30 that divides the 50 sounds of "A" to "N" into each line such as A line, K line ,. The customer cards 2 of the future store for six months or more are stocked in the state of being sorted in the order of Aiueo. Therefore, for example, when a customer comes to the store for the first time in 10 months, the customer card 2 of the customer is taken out from the "space for non-operating customers" and set in the space for the current month.

Next, details of the customer card 2 will be described.
In the table of the customer card 2, as shown in FIG. 3, a column 14 for entering the member number, a column 15 for entering the customer name, and a column 16 for entering the last visit month are provided on the left and right sides. Are displayed side by side. Below that, a column 18 for entering the store visit date of each month from April to March is displayed via the heading 17 of "store visit status".

On the back of the customer card 2, as shown in FIG. 4, there are four item columns 1 "cleansing", "soap", "lotion" and "emulsion" in the left-right direction.
9 to 22 are arranged, and an entry table 24 in which the monthly item column 23 is arranged vertically is provided. For each month, a customer who visits the month purchases one of the above four types of basic cosmetics. In this case, the entry table 24 can be marked and checked and recorded.

The customer management tool includes a seal set 25 as shown in FIG. 5 together with the customer card 2.
Is attached. This sticker set 25 is formed by sticking a large number of green band-shaped stickers 26 on one mount 25a. The band-shaped stickers 26 are stuck on the upper right of the customer card 2 of the new member as shown in FIG. Used to do. In this way, by adhering the band-shaped sticker 26, even if the customer card 2 is set in the card holder 1, a new member of the month can be recognized at a glance.

Using the customer management tool described above, customer management can be performed as follows, for example. That is, first, as described above, the customer card 2 of a customer who has a history of coming to the store up to 6 months ago, based on this month,
In the "space for working customers" in the card holder 1, arrange by month. And every time a customer visits the store,
The customer card 2 of the customer is taken out from the position placed in the previous store visit month, and set at the front, that is, in front of the store visit index 3 for each month of the current month. Further, for a customer who visits the store for the first time, the customer card 2 is created, the strip-shaped sticker 26 (see FIG. 6) is attached to the upper right of the customer card 2, and the customer card 2 is set at the front. On the other hand, the customer card 2 of the customer of the future store for more than 6 months from the current month is stocked in the "space for non-operating customers" behind the future store index 4.

When the customer who visits the store purchases a basic cleansing product such as cleansing, soap, lotion, or emulsion, the purchase is indicated in the entry table 24 (see FIG. 4) on the back of the customer card 2. Record.

Then, every month on a predetermined day, the new one of the monthly visit index 3 is replaced with the old one that has been over 6 months, and although it belongs to the space for working customers, there is a gap between the visits. Existing customers,
Take measures to promote store visits.

This will be described in more detail with reference to FIG. 1, assuming that this day is January 16, the customer whose November visit is the last visit date (that is, before the November visit index 3 by month). Since the customer who has the customer card 2 in 2) has not visited the store for two months, the customer card 2 belonging to this position is taken out and DM is sent to each customer to promote the visit. At this time, check the entry table 24 on the back of the customer card 2, and if there is a purchase of the basic cosmetics, ask for the comfort of the basic cosmetics, or encourage the continuous use of the basic cosmetics, or Add new product information. In addition, November store visit index by month 3
The index part 3a of the
Since there is a prominent display 11 of "16 actions", it is important to remember to take action to promote store visits.

A customer whose last visit date is in August (that is, a customer who has the customer card 2 before the index in August) has not been in the store for 5 months and is a non-working customer. Therefore, the customer card 2 belonging to this position is taken out, and the DM with the sample attached is sent to each customer to further promote the visit. Also at this time, check the customer's basic cosmetics purchase history,
Take action according to the history. In addition, in the index portion 3a of the store visit index 3 for each month of August, a conspicuous display 1 "1/16 action" with a red background is displayed.
Because there is 2, we will not forget to take action to promote store visits.

Further, an operating member number grasping sheet (hereinafter referred to as “sheet”) 50 as shown in FIG. 7, which is prepared separately, 50
To use working customers (= working members) and non-working customers (=
Work to numerically grasp trends of non-operating members).
This sheet 50 has a column 51 at the top for entering the number of operating members as of the previous year, the number of members for the future store for 5 months, and the number of members for the future store for 2 months. For each month, enter the number of active members in this month, the number of new members in this month, the number of future store members in the sixth month, the number of future store members in the fifth month, and the number of future store members in the second month. A column 52 is provided.

According to the sheet 50, for each month, the number of new members for the current month (and the number of customer cards 2 to which the band-shaped sheet 26 is attached in the current month) and the number of future store members for the current month (6 months) As the above, just count the number of customer cards 2 of the relevant month taken out from the back,
The number of active members for the current month is easily required. Also, enter the number of future store members for the 5th month of the month (number of customer cards 2 for the relevant month) and the number of future store members for the 2nd month of future store (the number of customer cards 2 for the relevant month) for each month. By looking at, it is possible to see at a glance whether or not the actions (such as sending DMs) for promoting store visits performed on a monthly basis are effective.

As described above, according to the customer management method using the above-mentioned customer management tool, since the customer's last visit month can be found at a glance as the position of the customer card 2 in the card holder 1, the customer is in front of the customer. The more cards 2 are collected, the shorter the store visit interval is, which is advantageous in that the customer management is more motivated. Of course, every time the month changes, by filling in the above-mentioned sheet 50,
As an accurate number, it is possible to grasp the increase / decrease in the number of active customers, and it is easy to manage customers.

At the time of the 2-month future store and the 5-month future store, which tend to come close to each other, the customer is
Since the action to promote store visits is performed, it is possible to effectively prevent the store from becoming a future store for six months or more in advance. In addition, at this time, since the customer's purchase history of the basic cosmetics can be checked and a response can be made according to the history, a more detailed response can be made and the customer's interest can be easily attracted.

Since this customer management tool is simple in configuration and low in cost, and is easy to handle,
Any store clerk can handle it easily without special education, which has the advantage of high practical effect.

In the above example, the future store index 4 is used together with the monthly store visit index 3, but the future store index 4 need not be prepared.
There is no problem if it is possible to distinguish the customer card 2 of a customer whose store interval is less than 6 months from the customer who has been away for more than 6 months.

In the above example, the time when the customer is encouraged to visit the store is two months after the last store month is set as the base point.
Although it is set to two periods after the lapse of 5 months, the period can be appropriately set for each store in consideration of the product rotation cycle. Then, it is not necessary to set the time period in two stages, and it is sufficient to take at least one store visit promotion means at an appropriate time.

In the above example, the band-shaped sticker 26 is attached so as to make it easy to distinguish the customer card 2 of the new member. However, such special means for distinguishing the new member is not provided. It is optional.

Further, in the above example, the entry table 24 on the back of the customer card 2 for checking the purchase history of basic cosmetics
By providing the above, it is possible to provide detailed support for the store visit promotion, but such a support is not always necessary.

Further, the form of the card holder 1 is not limited to the above example, and if the structure is such that the customer card 2 can be held in a state of being partitioned according to the month,
Any form may be used.

Although the above example applies the present invention to customer management in a cosmetics store, the type of store is not particularly limited, and the present invention can be applied to any store. .

[0042]

As described above, according to the customer management method of the present invention, since the customer's last visit month is known as the position of the customer card in the card holder at a glance, there are many customer cards on the front side. The more it collects, the shorter the store visit interval becomes, and the advantage is that the customer's store visit situation can be easily grasped. In addition, since the action to promote the store visit to the corresponding customer is performed at a predetermined time when the store visit interval tends to be long, it is possible to effectively prevent the customer from losing his / her desire to visit the store in advance. Play.

According to the customer management tool of the present invention, the customer management method can be carried out at a low cost with a very simple operation, and has a great practical effect.

[Brief description of drawings]

FIG. 1 is a perspective view showing an embodiment of a customer management tool of the present invention.

FIG. 2 is an explanatory diagram of monthly store visit indexes and future store indexes used in the above embodiment.

FIG. 3 is an explanatory diagram showing a table of customer cards used in the above embodiment.

FIG. 4 is an explanatory view showing the back of a customer card used in the above embodiment.

FIG. 5 is an explanatory diagram of a seal set used in the above embodiment.

FIG. 6 is an explanatory diagram of a usage state of a band-shaped seal of the seal set.

FIG. 7 is an explanatory diagram of a working member number grasping sheet used in the above embodiment.

[Explanation of symbols]

1 card holder 2 customer card March visit index 4 Future Store Index

Claims (7)

[Claims] 1. A customer card created for each customer, a card holder having a space for working customers in which a monthly partition is provided by a monthly visit index, and a space for non-operating customers without a monthly partition. Is a method of managing the customer's visit situation by using the customer's customer card for each customer's visit, and the location where the customer's customer card is partitioned by the visit index according to the month of the month in the operating customer space of the card holder. The customer's customer card that has been set for a predetermined period S since the last store visit month is moved to the non-operating customer space of the card holder to exclude the customer from the store promotion target, and is in the operating customer space. Among the customer cards, for the customer of the customer card that has reached the specific store promotion time set before the elapse of the predetermined period S,
A customer management method characterized by taking appropriate measures to promote store visits. 2. The predetermined period S is set to 6 months based on the month of the last store visit, and the store promotion time is set to 5 months elapsed time based on the month of the last store visit. Customer management method. 3. The customer management method according to claim 2, wherein the store visit promotion period is set to two periods, a two-month elapsed period and a five-month elapsed period, based on the month of the last store visit. 4. The customer is a customer who visits a cosmetics store, and a customer card has a basic cosmetics purchase item check box. When the customer purchases the basic cosmetics when visiting the store, the purchase history is recorded. The customer management method according to any one of claims 1 to 3, wherein the purchase history is referred to when the visit promotion means is completed by filling in a customer card. 5. A customer management tool used in the customer management method according to claim 1, comprising a customer card created for each customer, and a card holder for holding a large number of the customer cards in piles. The card holder has a space for operating customers with monthly partitions according to the monthly visit index, and a space for non-operating customers without monthly partitions, and for each customer visit,
The customer's customer card is set in the space for working customers of the above card holder at a position partitioned by the month-by-month store visit index of the month, and the customer's customer card after a predetermined period S has elapsed since the last store visit month is the above card. A customer management tool that is adapted to be moved into the holder's non-working customer space. 6. The month-by-month store visit index includes a display of the month and a display of a specific store promotion period set before the elapse of a predetermined period S from the month.
Customer management tools listed. 7. The customer management tool according to claim 5, wherein the customer is a customer who visits a cosmetics store, and a basic cosmetics purchase item check box is provided on the customer card.