Thanks to DMNews for the announcement about the end of the Bloomingdales By Mail catalog.
The pundits have been telling you for almost a decade that you must mail these things to be a true multichannel brand. Now, leadership elects to discontinue paper advertising to be "brand-right" and ecologically friendly, mirroring a decision made by Nordstrom in 2005 (a decision also derided by pundits).
All that money spent mailing catalogs becomes an "expense" that can be reallocated to website initiatives. Will the initiatives increase sales?
If you are a true multichannel retail brand (stores, website, phone), it isn't hard to see where this "multichannel thing" is heading. By the way, you'll make very different strategic decisions (keep a catalog vs. discontinue a catalog) using matchback analytics vs. using mail/holdout methodology.
Subscribe to:
Post Comments (Atom)
A Delicate Balance
So here's the challenge you have. Remember our table from yesterday, one that showed how customers who bought 3+ times and returned a hi...
-
It is time to find a few smart individuals in the world of e-mail analytics and data mining! And honestly, what follows is a dataset that y...
-
Say you manage a paid search program. Last month you spent $100,000 and the following happened. Cost = $100,000. Clicks = 200,000. Co...
-
Two weeks ago I ran a poll on Twitter, asking if users calculated the profitability of their marketing efforts. 32% said "no"...
No comments:
Post a Comment
Note: Only a member of this blog may post a comment.