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.
-
Labels: , ,
Subscribe to: Post Comments (Atom)

A CMO In Over His Head

Buy the Kindle version for just $0.99 !! I worked with a new Chief Marketing Officer. This poor dude was in OVER HIS HEAD! He had...

  • Modified RFM For E-Mail Targeting
    RFM is great for targeting one catalog to one customer. However, RFM is tough to manage in a multichannel environment. This becomes clear ...
  • Life Tables and Welcome Programs
    Look at the first four rows of our life table (values of 0/1/2/3). These are the first 12-15 weeks after a customer buys for the firs...
  • Profit per New Customer
    It's common for folks to measure cost per new customer. Total Marketing Cost = $10,000. Total New Customers = 130. Cost per New C...