3.2 to become Kiehl’s member with one ringgit

3.2 IDIC Model of Kiehl’s There are four steps of IDIC model which include identify, differentiate, interact, and customize for Kiehl’s to develop a good relationship with existing and potential customers. Besides, Kiehl’s can better to acquire, retain, and growth the customers though the IDIC model. Therefore, Kiehl’s is able to meet the expectation of customers and serve them well with CRM implementation.   Kiehl’s need to collect demographic data, behavioral data, and attitudinal data in order to identify its customers. Furthermore, Kiehl’s provided the loyalty scheme to its customers. Each customer purchase up to RM250 of any products from Kiehl’s with single receipt they can register and become its member. Customers will gain the points once they are first to become Kiehl’s member with one ringgit means one point. For example, customer spend RM358 on Kiehl’s product will gain 358 points. The membership has benefit to customers which is collect the points to 1, 000 will obtain RM100 Kiehl’s voucher with valid for 60 days to redeem any Kiehl’s product. Every membership points will be renew once a year which is from the date of customer become Kiehl’s member.  Through the Appendix 3.2.1, Kiehl’s require customers to fill up the member registration form include name, Identity Card (IC) number, contact number, email address, birthday, and signature, is called demographic data. Moreover, Kiehl’s has recorded every customers purchase information such as types of product they purchase, is called behavioral data. Kiehl’s has online store that require customers to sign up as online member in order to obtain data and track their behavior. In addition, Kiehl’s will gather the information from customers in order to know their lifestyle, preferences, and habits, is called attitudinal data.   After the data have been collected, Kiehl’s is easier to differentiate and categorize its customers. Kiehl’s customer categories are teenagers, adults, and old people. Cleanser is suitable for teenagers because their face covered with acne in the period of adolescence. Next, toner is for adults who with rough pores. Then, moisturize is for old people with the function of skin deep moisturizing and repair which is the skin can be required to completely retain moisture and nutrition.   Then, Kiehl’s can interact with the existing and potential customers after analyzed the data. Nowadays, social media such as Facebook is a trend in Malaysia. Kiehl’s created its official Facebook page in order to create customers’ awareness and advertisement and promotion to Facebook users and customers (Appendix 3.2.2). Besides, Kiehl’s is allow the Facebook users to give comments, feedbacks, or any suggestion to its Facebook page in order to have interaction and better communication to make improvement.   Furthermore, after the interaction, Kiehl’s has customize its products and services in order to achieve the customers’ needs. There are various products categories that Kiehl’s serve to its customers due to different people with different type of skin. Therefore, Kiehl’s is deeper on develop the product customization against to normal, oily, and dry skin people with each types of cleanser, toner, and moisturizer. Kiehl’s ultra facial cleanser is for all skin types people (Appendix 3.2.3), Kiehl’s calendula herbal-extract toner is for normal to oily skin types people who have acnes and pores (Appendix 3.2.4). Kiehl’s ultra facial cream is for drier skin types people because they need to have intense hydration for their skin (Appendix 3.2.5). Finding Kiehl’s official website has provide the some product information to customers which include product price, tips for apply, tips for customers to choose the suitable products, ingredients, product rating, and so forth. However, Kiehl’s is fail to care from the customer perspective since customer is emphasis on the review of products. Although Kiehl’s official website provided the product rating which is from one to five stars but customers cannot even view the product reviews from the previous customers. The review will affect the customers purchase decision since they will look at the reviews of the product whether is good or bad that used by the previous customers.  Solution Therefore, there is a solution for Kiehl’s which is need to provide more detailed information on its official website to customers in order to solve the problem. The information also include Kiehl’s provide the comment box for customers to left their comments or feedbacks to the products. Thus, the next customers can view the review or suggestion from the previous customers that will increase the customers’ interest and purchasing power. 

3.2 IDIC Model of Kiehl’s There are four steps of IDIC model which include identify, differentiate, interact, and customize for Kiehl’s to develop a good relationship with existing and potential customers. Besides, Kiehl’s can better to acquire, retain, and growth the customers though the IDIC model. Therefore, Kiehl’s is able to meet the expectation of customers and serve them well with CRM implementation.   Kiehl’s need to collect demographic data, behavioral data, and attitudinal data in order to identify its customers. Furthermore, Kiehl’s provided the loyalty scheme to its customers. Each customer purchase up to RM250 of any products from Kiehl’s with single receipt they can register and become its member. Customers will gain the points once they are first to become Kiehl’s member with one ringgit means one point. For example, customer spend RM358 on Kiehl’s product will gain 358 points. The membership has benefit to customers which is collect the points to 1, 000 will obtain RM100 Kiehl’s voucher with valid for 60 days to redeem any Kiehl’s product. Every membership points will be renew once a year which is from the date of customer become Kiehl’s member.  Through the Appendix 3.2.1, Kiehl’s require customers to fill up the member registration form include name, Identity Card (IC) number, contact number, email address, birthday, and signature, is called demographic data. Moreover, Kiehl’s has recorded every customers purchase information such as types of product they purchase, is called behavioral data. Kiehl’s has online store that require customers to sign up as online member in order to obtain data and track their behavior. In addition, Kiehl’s will gather the information from customers in order to know their lifestyle, preferences, and habits, is called attitudinal data.   After the data have been collected, Kiehl’s is easier to differentiate and categorize its customers. Kiehl’s customer categories are teenagers, adults, and old people. Cleanser is suitable for teenagers because their face covered with acne in the period of adolescence. Next, toner is for adults who with rough pores. Then, moisturize is for old people with the function of skin deep moisturizing and repair which is the skin can be required to completely retain moisture and nutrition.   Then, Kiehl’s can interact with the existing and potential customers after analyzed the data. Nowadays, social media such as Facebook is a trend in Malaysia. Kiehl’s created its official Facebook page in order to create customers’ awareness and advertisement and promotion to Facebook users and customers (Appendix 3.2.2). Besides, Kiehl’s is allow the Facebook users to give comments, feedbacks, or any suggestion to its Facebook page in order to have interaction and better communication to make improvement.   Furthermore, after the interaction, Kiehl’s has customize its products and services in order to achieve the customers’ needs. There are various products categories that Kiehl’s serve to its customers due to different people with different type of skin. Therefore, Kiehl’s is deeper on develop the product customization against to normal, oily, and dry skin people with each types of cleanser, toner, and moisturizer. Kiehl’s ultra facial cleanser is for all skin types people (Appendix 3.2.3), Kiehl’s calendula herbal-extract toner is for normal to oily skin types people who have acnes and pores (Appendix 3.2.4). Kiehl’s ultra facial cream is for drier skin types people because they need to have intense hydration for their skin (Appendix 3.2.5). Finding Kiehl’s official website has provide the some product information to customers which include product price, tips for apply, tips for customers to choose the suitable products, ingredients, product rating, and so forth. However, Kiehl’s is fail to care from the customer perspective since customer is emphasis on the review of products. Although Kiehl’s official website provided the product rating which is from one to five stars but customers cannot even view the product reviews from the previous customers. The review will affect the customers purchase decision since they will look at the reviews of the product whether is good or bad that used by the previous customers.  Solution Therefore, there is a solution for Kiehl’s which is need to provide more detailed information on its official website to customers in order to solve the problem. The information also include Kiehl’s provide the comment box for customers to left their comments or feedbacks to the products. Thus, the next customers can view the review or suggestion from the previous customers that will increase the customers’ interest and purchasing power. 

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