Using Marketing Tools

Using Marketing Tools

The Marketing Tools within Retailer allows you to export lists of customers and their details according to selected criteria. This list can then be used to send letters, emails and other marketing documents to customers to encourage return visits to your store. Retailer doesn't have features to bulk email customers a general email directly. The Marketing Tools will help produce a file of customers that can be given to a third party, like MailChimp, to send marketing emails.

InfoOnce you have created a customer list, it can be used to create emails, address labels, letter or envelopes. See Using Mail Merge in Microsoft Word

Activate the Marketing Module

To use the Marketing Tools feature, the Marketing module must be enabled. To check this:
  1. On the top menu bar of Retailer, click on Help → Register.
  2. The Marketing tick-box needs to be ticked. If it isn't, Email support@towersystems.com.au

Creating a New Marketing Template

You can create and save multiple marketing templates with different criteria. Once saved, you can use the arrows at the top left to change between templates, or use the Magnifying Glass 🔎︎ to search for the desired template by name.
  1. On the top menu bar of Retailer, click on Marketing → Marketing Tools.
  2. Click Add in the bottom left.
  3. In Template Name in the top-right, type in a name for this template.
  4. Click Save.

Set Criteria for Customer Selection

The Marketing Tools will produce a list of customers that match the set criteria.
When selecting criteria, it's best to do minimal criteria (leave other boxes blank/empty). The more criteria entered, the more customers that will not qualify and be excluded from the list.
  1. Sales Related:
    1. Sales Date Range: Set the From and To Date to Search through sales history
      1. Leave the Sales Date Range blank if you don't need to consider the customer's sales history
    2. Product/Department Criteria:
      1. By Products: Select up to 5 stock items. Any customer that has purchased any selected item will be included in the results
      2. By Departments: Select a Department and optional Category. Any customer that has purchased an item from the selected Department (and Category) will be included in the results
      3. Neither: Consider all sales in the selected Sales Date Range.
    3. Minimum Spent on Selected Items: Only include Customers who have spent a set amount or more.
    4. Only Include Newly Added Customers: Only list Customers with a purchase on their 'Start Date' (defaults to the date Customer was added).
    5. Only include Customers with no Transactions: Only list Customers without a purchase in the Sales Date Range.
    6. Select Stores (Multi-store only)
      1. This Store
      2. All Stores
      3. Select Stores
  2. Postcode Range
  3. Date of Birth Range
  4. Gender
  5. Minimum Number of Visits
  6. Last Visited Date Range
  7. Anniversary Month Range
  8. At the bottom-right of the screen, select any combination of the following:
    1. Use Postal Address if One Exists - Uses the Postal Address, if you have entered it for the customer. 
    2. Check For Address - Only includes customers with an address.
    3. Check For E-mail Address - Only includes customers with an e-mail address.
  9. Click Next to filter by Customer Categories, Customer Interests and Customer Tags.
  10. When complete, click Save. 

Creating a Customer List

With a template selected, you can then create a list of the customers that fit the criteria.
  1. Click on Create List at the bottom of the screen. This may take a little time, depending on how many customers you have in your system.
  2. A list of the customers who meet the selected criteria will appear on the screen. You may add and delete customers on this list to modify it as much as you like.
NotesAs of Retailer 3.4.4, customers who are selected to be excluded from marketing on the customer screen will not be included in this list. To exclude a customer, bring them up in the Customer screen, and click into the Other tab, then tick the box Exclude from Marketing.

Once you've created the customer list, you can then perform the following:

Preview Report

Generates a report with the Name, Address, Suburb, State and Postcode of the customers. 

Address Labels

Launches the Customer Address Labels screen, which allows you to print address labels to a variety of Avery label templates.

Create CSV

Saves a CSV file to the C:\Tower\Retailer\Outtray directory.
This file can then be imported into third-party marketing tools or services.
InfoOne such example is MailChimp. For more information about MailChimp, click HERE. 
Data Fields Exported
CODE - 
CUS_SALUTATION - Title
CUS_GIVEN - Given Name
CUS_SURNAME - Surname
CUS_NUM - Customer number
Name - Full name
Address - Street address
Suburb - 
State - 
PostCode - 
PhoneNumber - 
MobileNumber - 
FaxNumber - 
EmailAddress - 
CUS_COMPANY - Company name
CUS_B_FULLSTREET - 
CUS_B_SUB - 
CUS_B_PCODE - 
CUS_COUNTRY - Country
CUS_B_STATE - 
CUS_ANNIV - Anniversary
CUS_LAST_VISIT - Customer's last visit date based on a linked transaction (sale, payment, etc)

 

Export to Excel

Exports the customer list and immediately launches Microsoft Excel.
This option only works if you have Microsoft Excel installed.

Send SMS

Automatically adds customers from the list that have a mobile number to the list of recipients for a manual SMS message.
Info
For more information about sending SMS through Retailer, click HERE.

Examples of How to Use Marketing Tools

Here are a few examples of what the Marketing Tools can be used for:
  1. Find a list of customers who haven't shopped at the store for a period of time.
  2. Find customers who have an upcoming birthday or anniversary for the month.
  3. Find frequent or high-value shoppers for special promotions or to thank them for their continued support.
  4. Notify customers who have purchased specific products about any manufacturer alerts or an upcoming product launch.
  5. Create a list of all customers, using Minimum number of Visits = -1