May 20, 2014

They Don't Use The Website Much, Do They?

Take a look at the upper-middle customer segment.
  • 3.52 purchases last year (that's a good number).
  • Most purchases happening in-store.
  • 3.8 website visits last year.
This is a customer that simply embraces the retail shopping experience. The website, "digital", if you will, is largely meaningless to this customer segment.

This is not a customer that you should chase all over the internet. This is not a customer that is a target for cart abandonment programs. This is not a customer that you force into a website purchase following an email campaign.

This customer segment is of above-average value, but the customer simply doesn't care about the digital half of the engagement experience. Please craft a retail-centric marketing plan for this customer.