“Let’s go shopping after Thanksgiving dinner!” said the text from Aunt Karen. Black Friday shopping with my family in Philadelphia a few weeks ago resulted in an experience where a sticky brand message was powered by technology to define marketing success. The brand messaging was amplified by television and mobile to generate new customer acquisition.… Continue reading Brand & Technology: Together at Last
Tag: customers
Six Items to Consider When Analyzing Prior Season
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… Continue reading Six Items to Consider When Analyzing Prior Season
Customer Retention: 7 Ways to Keep Your Customers
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… Continue reading Customer Retention: 7 Ways to Keep Your Customers
Seven Strategies for Breaking Down Silos
Multichannel success is all about breaking down barriers between channels and building cooperation. Every company that strives for multichannel success is trying to change from being company-centric or channel-centric to being customer-centric. In a channel-centric company, one channel typically dominates the others. In this business model, the company is more important than the customer; everything… Continue reading Seven Strategies for Breaking Down Silos
How to Build a Customer Contact Plan
Multichannel success depends in large part on having a solid strategy for keeping in contact with your house list. Most marketers know this, but knowing how to develop and execute a plan for contacting the customer file is another story. The good news is that you can simplify the process by breaking it down into… Continue reading How to Build a Customer Contact Plan
Catalog Analysis: How Much Are Your Customers Worth?
Last month we discussed the cost of getting a customer, a key measurement for the “front end,” or the prospecting side of the business. Now, we look at a corresponding analytical marketing variable: lifetime value, a “back end” marketing metric, which is applied to the house list to determine the value of a customer or… Continue reading Catalog Analysis: How Much Are Your Customers Worth?