If the lifespan of FT coffee consumption remains
low, FT coffee sellers must attract more and more new
customers to continue increasing sales. Marketing
practitioners should develop new FT campaigns to
conquer new customers. All other things being equal
though, a threshold effect may occur if customer
retention cannot be increased. Therefore, specific
marketing campaigns should work to build real customer
loyalty among exclusive and mixed FT consumers.
As we have noted previously (Cailleba and
Casteran, 2009), the French FT market experiences a
consumption peak in May, during the FT fair (i.e., la
quinzaine du commerce equitable). To increase the purchase
frequency and FT loyalty, a new FT event might
be created during the second half of the year to promote
FT and increase sales more persistently
If the lifespan of FT coffee consumption remainslow, FT coffee sellers must attract more and more newcustomers to continue increasing sales. Marketingpractitioners should develop new FT campaigns toconquer new customers. All other things being equalthough, a threshold effect may occur if customerretention cannot be increased. Therefore, specificmarketing campaigns should work to build real customerloyalty among exclusive and mixed FT consumers.As we have noted previously (Cailleba andCasteran, 2009), the French FT market experiences aconsumption peak in May, during the FT fair (i.e., laquinzaine du commerce equitable). To increase the purchasefrequency and FT loyalty, a new FT event mightbe created during the second half of the year to promoteFT and increase sales more persistently
การแปล กรุณารอสักครู่..