MULTICHANNEL MERCHANT » LISTS & DATA - BUSINESS-14-05-2013
Now that the holiday season is over, it
After months of year-over-year decreases or minimal increases in volume, Catalog Tracker saw a double-digit increase in the number of consumer catalogs
Consumers spend an average of $7,100 in the weeks following a move, according to Boston-based Atlantic Marketing Research. That adds up fast when you
Marketers that effectively use analytics have a lot in common with fortune-tellers: They can
In the previous article of this series, http://www.multichannelmerchant.com/crosschannel/lists/point_sale2, we argued that consumer expectations for retailers are rising. To respond successfully, retailers of the future have to dovetail their products and services into a multichannel format, and they need to connect to the consumer using an increasing array of marketing communications to convey a sincere interest in a lifetime relationship. To that end, we examined how retail-centric organizations could use trade-area analysis to determine improved retail/catalog and retail/online strategies.
One of our clients, a multichannel merchant of high-end home decor that uses the co-op databases and vertical files aggressively, had an all-too-common problem: Mailing about 5 million-6 million prospecting names annually, it was seeing performance fall off as well as shrinking prospecting universes on continuations.
When developing a circulation plan, you want to balance mailings to your house file with the desired level of prospecting in order to maintain profitability, according to Bethany Beach, DE-based consultant Steve Lett. To that end, here are a few rules of thumb to consider:
Historically, retailers have lived or died by site selection. Those identifying and securing the top locations matching their demographics prospered, while those who didn
The postage rate hike is scheduled to take effect Jan. 8. Should you move your January mail dates up to avoid the increase?