October 25, 2015

In The Old-School World, This Was Called Your "Hotline" Program


To their credit, these folks have realized that the half-life of digital data is about eight seconds, so they're taking advantage of that via print.

We had this ability at Nordstrom in 2006 ... half-life prevented us (and the vast majority of marketers) from taking reasonable action ... there was simply no reason to spend money to hotline anything based on online activity when you could personalize digital information (especially email) in near real-time. Why send a postcard that arrives in days when you can send something digital right now? And that was in 2006.

But for a lapsed catalog-centric buyer with < 10% annual repurchase rate and an average age > 55, have at it!