December 04, 2008

Catalog Loyalty

We're in the final days of my monthly survey ... "When was the last time you ordered merchandise because a catalog was mailed to you?" The question does not imply phone or web channels, it asks when you last purchased because a catalog was mailed to you.

Go to the website to vote ... your vote counts!

Results, to-date.
  • About 1/3 of this biased audience purchased in the past ninety days because a catalog was mailed to you.
  • About 1/3 purchased a long time ago.
  • About 1/3 of you do not shop catalogs, you prefer e-commerce.
If one-third of a pro-catalog audience does not shop catalogs, then how many of our customers do not shop catalogs?

If there is one sentence that describes the typical consulting project I currently work on, it is this: "Please review my customer file, and identify loyal customers who do not shop catalogs anymore, so that I can stop mailing catalogs to these customers". This is probably the best use of Multichannel Forensics.

We're at a really important inflection point in the evolution of a "multichannel" business. We now have three customer segments.
  • Loyal customers who love catalogs, purchasing merchandise over the telephone.
  • Loyal customers who love catalogs, purchasing merchandise online or in stores.
  • Loyal customers who buy from our websites and stores and don't care for paper advertising.
There's a lot of profit to be had by identifying customers who reside in the latter group.

Speaking of Omnichannel Theory

Have you ever purchased something from Apple? Apple are Visual Merchandising experts. You might buy a lightning cable and you instead...