- Catalog performance.
- Website performance.
- Merchandise performance.
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Hillstrom's Targeting: Value of Primary / Secondary / Tertiary
Ok, let's look at a practical example of Primary / Secondary / Tertiary categorization of merchandise categories. In this case, we ...
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Website then Merchandise then Catalog. Getting customers to the site is hard enough so make sure you the ones you do get buy. You should be able to understand this quickly and make changes easily. I put merchandise second because if the merchandise sucks then you lose all of your retention customers and they should be your prime target for catalog/email. Look at catalog last.
ReplyDeleteThank you Dan!
ReplyDeleteI would always put merchandise 1st because if the shop doesn't have the item I want I don't care how nice it is, I would not buy.
ReplyDeleteThen it comes down to web vs. catalogue. And while catalogue has the bigegr impact, web has a more immediate impact on finding customers as well as converting web and catalogue customers. That would see web 2nd for me.
I, too, like to evaluate merchandise first.
ReplyDelete