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SuperZoo White Paper Illustrates the Importance of Creating a Customer Database


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SuperZoo, a pet retail trade show produced by the World Pet Association (WPA)—has released a comprehensive white paper outlining the importance of a customer database as an effective business tool, Database Collection Made Easy: Simple Steps to Building and Sustaining a Customer Database. 

SuperZoo brings its expertise and retailer support to the forefront through its series of SuperZoo-branded white papers, offering useful tips for retailers and other consumer-facing professionals to improve their businesses. Database Collection Made Easy does just that: offering insight on the importance of data as a tool to analyze customers’ buying patterns and product preferences, and effectively tailor messaging based on this analysis, said WPA officials.

“In this digital age, it’s more important than ever to utilize computer-based technology and consumer data to gain insight into your customer's behavior—it’s a business best practice which will give retailers a competitive edge,” said Jacinthe Moreau, president of WPA. “WPA is pleased to provide a white paper on this timely topic, giving retailers access to actionable ways to improve their businesses.”

In addition, the white paper highlights the importance of selecting the right customer relationship management (CRM) tool to suit a retailer’s needs. The paper also provides step-by-step advice on collecting, storing and protecting customer data—offering readers easy-to-follow instructions on tried-and-true business practices—and provides examples of ways successful businesses capture and utilize customer data. 

Key takeaways for pet retailers looking to create and optimize a customer database include:

  • Collect data through both in-person and online vehicles
  • Remember that data collection and storage is a fluid process, so your CRM should be flexible as well
  • A clean database is a useful database. Reduce clutter and remove junk

The white paper may be downloaded here. The informative white paper can also be found on SuperZoo’s new Resources webpage, which houses three additional white papers and other original content.

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