The Convention

Fidelization: Reachable objective or unattainable utopia?

This has been the topic of the national meeting organized by CA.ST. GROUP which was held the 25th of February 2005 in the San Vito estate at Fior di Selva near Montelupo Fiorentino (FI). CA.ST. GROUP proposed this encounter, as an opportunity to analyse thematics regarding fidelization and loyalty marketing. The arrival of new technologies, the challenging operating marketing, the transformation of the languages, are obvious symptoms of a process that, quickly, is changing the communication, its instruments, its rules. These new needs have brought us to seek and develop services with added value, sure that time has come to work on "Customer Specific Marketing" formulating offers the will interest the single or a group of consumers. This doesn't mean creating another promotion or collecting information for products or services that the company wants to sell. It means to personalize the interaction with the single client, develop the relationship, supply products and services that fore fill their needs making their life easier, more satisfying, generating , confidence and fidelity. We believe it's equally important to see this new fidelization marketing approach like a strong cultural characteristic of a company's policy. As a new philosophy that must permeate all the company and not only the marketing field, the sharing of values; values that the customer perceives identifying brand, and that if shared means "fidelization".