Lessons From The Front: 5

Ashford.com on marketing (continued)

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Keep Ahead of Your Customers' Expectations

• Integrate follow-up opportunities into the buying process:

  • New products from the same designer or brand

  • Post newsletter subscription on every page of site

• Keep your most important segments involved in your company:

  • Random acts of delight

  • Provide unique opportunities based on their interests, e.g.web cast with designers, watch school

• Offer preferred services:

  • Early access to new products and/or sale products

  • Priority in back order queue

  • Upgrade shipping or other standard services

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