Businesses can use technology to obtain, store and analyse information about their customers. Methods for doing this include:
Electronic point of sale (EPOS) allows companies to gather information on customers buying habits such as:
EPOS systems can:
Surveys carried out online are:
Customers can be asked to take a quick online survey when they are visiting the company website. Surveys can be sent directly to customer via e-mail.
Software can be used to analyse the results of the surveys, which can then be used to monitor customer buying habits or the effectiveness of company marketing strategies.
Information on customers can be stored in databases. These can be searched to find customers with specific characteristics. This can then be used for target marketing or promotional campaigns.
The information in databases can also be merged with advertising materials to be sent out to customers.