Custom*Continuity™ Creates Profitable Lifetime Customers

The challenge of continuity marketing

Also known as autoship and club programs, a great continuity can turn a marginally profitable -- even unprofitable -- front-end offer into an enormously lucrative back-end profit center. When you can convert these repeat buys into predictable, scheduled transactions -- month after month -- the opportunities for savings and profits add up fast.

It's far from simple, though; club members, your most precious resource, won't settle for less than completely flexible ordering and flawless service. If you can't measure up -- they're gone. Just ask the marketers who have tried to build successful continuity programs and failed.

Custom*Continuity™ to the rescue

To overcome the most common avoidable reasons for continuity cancellations, CPU2 programmers developed our proprietary Order Management application, FulfillPro™. In the process, we created tools for handling customers' and marketers' top-requested flexibility options, and we named the resulting toolkit Custom*Continuity™. On top of its ability to treat customers like royalty, Marketing Directors will absolutely love FulfillPro's ability to create separate codes for each offer, source, and continuity migration scenario.

Highlights of FulfillPro's Custom*Continuity™ tools include:

Product substitution. Customers often cancel simply because they no longer need the product they first bought from you. Allow them to choose other items and they'll often agree to continue automatic shipments with a new product choice. Marketing and Customer Service managers note: with CPU2's system, there's no need to cancel the customer's continuity and create a "new" continuity profile, losing order history in the process. That's an important distinction that will keep your customers happier with their service, and will also keep your reporting more accurate.

Points-based kit selection. This feature allows a customer to choose valid replacement items for their kits -- on a one-time or continuing basis -- based on a system of points. For example, a "bronze" member might get to select products worth up to 20 points per shipment, a "gold" member up to 30 points, etc. This enables you to predefine allowable customer substitutions across your entire line of products for ultimate flexibility in consumer choice -- and more satisfied long-term buyers.

Shipment frequency changes, one-time or go-forward. Rather than cancel the order, our agents can offer to slow the shipment frequency to match the customer's real or changing needs. Maybe the customer would like to wait a week or two, put their shipments on temporary hold, skip a shipment -- or perhaps they'd prefer to downshift to a shipment every 60, 90, or 120 days. You determine the limits and CPU2 handles the details.

Payment mode customization.For example: quarterly shipments paid for in monthly installments, or "bill me" requests -- allowing customers to pay by check or money order if preferred.

"Snowbird" addresses and non-repeating ship-to changes. If your customer wants their shipments sent to their Florida house every winter, we can remember that for them. If they just want to send this month's package to mom in Missouri or sis in San Diego, we can make it a snap.

For more details about Custom*Continuity™ order management, to request additional information regarding your particular marketing or fulfillment challenge.