How much is a loyal customer worth? Most multichannel sellers have a small group of extremely loyal customers who buy year in and year out, or come back annually making substantial purchases. Yet they are often treated no differently than the balance of the house list.
Want to get customers to make that second purchase? There
You rent the list, you find the right prospect and you make the sale. But then the customer disappears. What has happened? More than likely, the person has gotten caught up in your phone system.
Yes, models can help you predict response to a campaign. But you can also use them to learn more about the customer
Marketing 2.0. Is it a clich
OK, class, quick test: You mail a catalog, and 21 days later send a postcard. If the customers buys something on day 28, what fraction of that sale was postcard-driven?
Your catalog doesn’t just have to drive customers to the Internet or the telephone. It can also get people into stores. The trick? Mailing to trade-area zips.
Search is a self-targeted channel, and enables consumers to raise their hand and ask for information. But some merchants have found it difficult to integrate search into a more traditional branding program built on demographics or other targeting, where messages are typically pushed to the consumer.
The fact that gifts cataloger Lillian Vernon laid off 25% of its staff on Dec. 20 was a sure sign that this was not going to be a great season. It was,