MULTICHANNEL MERCHANT » MARKETING
What should you be measuring in your e-mail acquisition and retention campaigns? Click rates? Open rates? Revenue per e-mail? E-mail metrics have been
Determining how a company is going to transport product through the supply chain from the source to the customer is a complex challenge. It is more crucial than in the past, due to global sourcing and the multichannel nature of business. A multichannel merchant not only has to track inbound goods from offshore and domestic vendor, but it also has to handle outbound small-package delivery, often using zone skipping and vendor drop-shipping; replenish stores; cross-dock store receipts and in the warehouse to fill catalog and Web backorders; transport, consolidate, and process returns regardless of the channel where the customer purchased the product; and provide warehouse-to-warehouse transfers, inter-store transfers, and retail sends directly to the customer and receipt of goods at the warehouse closest to the vendor.
No one can argue with the need to keep a firm grip on costs, but indiscriminately moving customer traffic to a company’s Website or haphazardly outsourcing contact centers can make them less rather than more effective. The key is to develop a customer service strategy that successfully balances costs, revenue, and quality.
As a high-maintenance catalog shopper, I can be a customer service nightmare
Cooperative database models are becoming an ever-increasing share of catalogers
How do you go about finding great people to hire? Maybe you know some, maybe you can get referrals. But these go only so far.
List size is one of the strongest predictors of e-mail response rates, according to the 2005 Response Rate Study recently released by Indianapolis-based on-demand e-mail service provider ExactTarget: Open and click-through rates both decrease steadily as list size increases.
Marketing productivity is down, and marketing resistance is up. It’s tough to disagree with the statements that Craig Wood, group president of marketing research firm/consultancy Yankelovich, made in the beginning of his luncheon keynote speech at the Kansas City Direct Marketing Days on March 7.
Neural network models have been around since the 1940s, but most marketers still find them a bit of a mystery. The term can be sexy and threatening at the same time, but marketers still need to know when
As it has done in most areas of our lives, the Web is having an impact on the way we look for everything from rental apartments and used couches to snowshoes and those weird hairless cats.