Imagine this. You create a great promotion for your rental customers, so you blast out an email to your customer list. Sounds good, right? However, what happens when your Professional Contractor on the list receives an offer to rent a champagne fountain that he/she is not interested in at all? What if your customer who plans events receives an offer to rent a tractor? If you do not know your customers, this could very well happen.
Does knowing your customer work? I have a neighborhood dry cleaner who sends me tips that are timely. When our city experienced a lot of rain, I received a tip on weather-proofing my coat. When a snowstorm hit the city, they sent me an article on what kind of boot material will stand up to the snow. On my birthday I received a 50% off dry cleaning coupon. I find that when I have clothes to clean, I think of this dry cleaner first because I feel connected to them, even though there are three stores much closer to me. So yes, this does work!
What if you kept track of your Professional Contractors and knew their hobbies, birthday and habits so you could send them relevant reminders to do business with you?
Here are some ideas to implement at your rental store:
To be most effective segmenting your customers, use software to help you keep track of, and utilize information to your advantage. Several good email automation apps on the market allow you to maintain segmented lists. For as little as $20 per month, you can launch campaigns to nurture and expand your rental business by utilizing email tools. If you are a larger organization, your rental accounting solution may be able to handle list segmentation and profiles. (Check with us for recommendations).
While it may necessitate some effort to gather facts about your customers, the payoff is big. Use segmentation of your rental customers as a way to rise above your competition and win your customers’ loyalty and repeat business.
What are some of the ways you cater to different renters in your business? Please comment below.