Kevin Hillstrom: MineThatData: ACCM 2008: Channel Sales

May 21, 2008

ACCM 2008: Channel Sales

Bill Bass of Fair Indigo shared a fact "... half of our online sales are driven by catalogs".

He also quoted the distribution of sales by channel.

We combine the two pieces of information for the following table:

Fair Indigo Sales Distribution

	Online	Catalog	Store
Channel Recording The Sale	70.0%	25.0%	5.0%
Channel Driving The Sale	35.0%	60.0%	5.0%

This is typical of many Multichannel Forensics projects I work on. It is popular to assume that catalogs drive 80% or more of online sales (via matchback analytics). Multichannel Forensics often illustrate trends comparable to those at Fair Indigo.

When this happens, there's cost-savings "a plenty" when executing catalog marketing to online customers.

Kevin Hillstrom, President, MineThatData

Kevin is President of MineThatData, a consultancy that helps CEOs understand the complex relationship between Customers, Advertising, Products, Brands, and Channels. Kevin supports a diverse set of clients, including internet startups, thirty million dollar catalog merchants, international brands, and billion dollar multichannel retailers. Kevin is frequently quoted in the mainstream media, including the New York Times, Boston Globe, and Forbes Magazine.

Prior to founding MineThatData, Kevin held various roles at leading multichannel brands, including Vice President of Database Marketing at Nordstrom, Director of Circulation at Eddie Bauer, and Manager of Analytical Services at Lands' End.

You may contact kevin at kevinh@minethatdata.com.

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May 21, 2008

ACCM 2008: Channel Sales

Business Principle #14