We all know that consumer behavior is changing rapidly. Yet, when reviewing their prior season, many merchants continue to look at the same metrics year after year. In addition, merchants look at these metrics the exact same way every year. Merchants may be missing opportunities as customers have definitely changed their way of interacting with […]
As we all know, it is imperative to stop consumers and get their attention before we can influence their behavior patterns. The good news is that for customer retention, you have a real advantage with your customers. Your brand itself gives you a head start over the competition. As long as you nurture this critical […]
The art of brand building still remains a mystery to many companies. During these tough economic times, business leaders are searching for ways to grow their brands, expand their reach and influence their bottom lines. Retailers need to reach more people with more products, more often. Human nature tells us the best way to grow […]
Ever since the first order came over the Internet, people have been predicting the eventual death of the print catalog. Yet for many multichannel merchants, especially those brands that began as catalogs, this predictable and proven tactic continues to generate sales. It’s also key to file retention. In fact, several noncatalog brands are beginning to […]
Here’s a depressing stat: About 80% of catalogs received in the mail get thrown away without so much as a peek inside the cover. So after all the planning, list segmentation, careful consideration of product mix and offers, design and costs, a vast majority of catalogs go directly to the recycle bin. Ouch. Considering the […]
Sir Isaac Newton’s third law of motion asserts that for every action, there is a reaction. Who knew that the laws of classical mechanics Newton discovered nearly 400 years ago could apply to multichannel marketing? Had Newton been referring to modern marketing, he might have reworded the law as “For every customer action, there should […]
Merchants tend to view customer service as a purchase activity; one of receiving and shipping an order. But in this new era of marketing, how we “serve” the consumer requires a new line of thinking and, therefore, a new dimension of marketing. How do you make service a part of your marketing? An accommodation marketing […]
If I were to say, “The Man in Black,” who would you think of? If you’re a music fan, chances are country legend Johnny Cash would come to mind. How can the simple mention of a color bring about associations of a specific individual? Somehow, Johnny Cash was able to elevate his image beyond just a […]
In the multichannel world, we like to measure things. Every marketing dollar spent is, ideally, associated with a return on investment, though it is getting harder to track and measure. There is one metric that does not lie that you don’t have to chase: your average order value. And it’s an important one. If you’ve […]