As a professional in client relationship marketing, I can tell you that it is much more complicated than most people think. Client merchandising, in almost all people's opinions, is a pretty simple matter. As a consumer, you assume that a company sends out either a flyer, card, or a broadsheet almost indiscriminately. They might use radio merchandising, television merchandising, or anything else. From the customer's point of view, it may be all the same, but from a business point of view, all of these are extremely different approaches. Customer merchandising must be carefully targeted toward the niche and image that the company wants to portray and the clients that it wishes to attract.

For example, there is a good reason why Auto service centers, doctors offices, and even small niche clothing stores often send out postcards for consumer marketing. When you send out a business postcard, you play off of the perception of an intimate relationship between you and the client. This form of customer merchandising is incredibly effectual because it inspires brand loyalty. Even though the consumers, of course, know that it is not a custom-made card, it still seems thoughtful. Some companies take client merchandising so far that they send out glad holiday cards to many of their loyal customers around Christmas. The effectiveness of this really depends on the niche, however.

One of my very favorite customer service marketing strategies is to send out targeted ads to consumers. This is such an effective form of client merchandising because consumers always appreciate it when you're in tune with their own interests. You can even attempt to educate about the products while you advertise them, speaking about the relative pros and cons of each. Usually, people assume that you don't wish to ever speak badly of your very own products, but from time to time it has its advantages. A few negative details thrown in to a customer marketing report can give the consumer the perception that you're unusually honest and concerned with the welfare of the consumer.

Of course, this isn't the only form of custom merchandising that companies routinely engage in. As a point of fact, the job of a marketing consultants is to come up with new and more innovative techniques to market products. Methods such as guerrilla marketing and word-of-mouth have revolutionized the marketing industry in the last decade, and customer merchandising continues to evolve due to that kind of bright thinking. Not just does it help companies to make more money, but it also helps consumers to receive a product more carefully altered to their own interests.

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