REDEFINE PERFECTION
The information will be used for SK-II to store and target them for future events whenever necessary. This is also to receive permission to send customers updates or invitations that appeals to them. This cooperation between SK-II and their users need to be long term hence SK-II will also send them SK-II branded gifts like travel pouches during Christmas to keep them satisfied in the relationship. When consumers are willing to cooperate, it will be easier to reach out to them using specific strategies.
With this database, SK-II can further segment their current users based on skin conditions, life stages and even their needs. They can do more customised marketing by inviting participants facing specific needs like oily skin to their product launch of a new moisturizer that will help reduce oil production. Samples will also be given to them to try over 14 days. This customized marketing can make users think that SK-II is making efforts to cater specially to them instead of just targeting the entire market.
In order to target their users, SK-II needs to know specifically their information, their needs and their buying habits. They need to have a system in place to collect information from current users and keep track of their purchases in order to better target them based on their needs.
This can be done when consumers are encouraged to leave their particulars when they purchase SK-II products. Incentives like the Pitera Essence Travel Pack will be given upon completion of their information.
Strategies: I. SKIIN Database
