February 23, 2010

Digital Profiles: New Customers

Any analysis of Digital Profiles should include a distribution of new customers by Digital Profile.

Remember, our best customers were Multichannel Men, Digital Dudes, Winter Wear, and Happy Holidays.

Now take a look at the Digital Profiles that are capturing the most new customers.

  • Last Minute Guy
  • Buy A Jacket, Man!
  • Tech Men
  • Show Me A Deal!
  • Bonnie Big Ticket

In other words, this business is clearly in transition. The high-value Digital Profiles are not growing, while a different set of Digital Profiles, those that possess infrequent buyers, are taking over. Now, granted, this is part of what online marketing or catalog marketing is all about --- you don't acquire the best customers, you acquire customers with some migrating to "best" status.

Still, as a business leader, you want to know where your business is headed. Digital Profiles explain these trends in a way that lay people can understand.

Page Counts When Bifurcation Hurts All Other Customers

Yesterday we talked about the fact that best catalog customers (a minority of your file) deserve MANY catalogs that are merchandised with...