Here's Judy, Jennifer, and Jasmine.
Three customers, somewhere around 59, 43, and 27 years old. Each customer requires a different marketing approach, don't you think?
Each customer is coded in the database (that's what I do, email me for details). Think about each customer as a separate line of business. You assign a merchant/creative/marketer to each team (preferably at the Manager/Director level, to give folks a practical leadership opportunity), and you give them authority to grow their customer audience.
What might work with Judy?
- A possible increase in the catalog mailing strategy.
- Targeted catalog mailings with unique merchandise offerings.
What might work with Jennifer?
- Smaller catalogs that drive Jennifer to the web.
- A strong search marketing program.
- Significant experimentation with the email marketing program to identify the best creative strategies to inspire online purchases.
- A zeal for creating landing pages that are "to die for".
- Experimentation with iPad-based commerce.
What might work with Jasmine?
- Elimination of most/all catalog mailings.
- Viral-based email marketing strategies that focus on time-based deals and bargains.
- Mobile strategies that integrate social and flash sales.
- Social shopping ... think Pinterest / E-commerce integration.
- Integration of friend-based events with current e-commerce business.
Anyway, you have better thoughts about this than I have, so have at 'em!!
Is there a way to focus on customer personas, managing the business via customers instead of via channels?