In the old days of the National Basketball Association, you got three free throws to make two shots.
We need to pay attention to this type of trend.
It is better to mail three 80 page catalogs than it is to mail two 128 page catalogs.
It is better to acquire three online customers at $10 future profit per customer than it is to acquire two 55+ rural shoppers via print at $14 future profit per customer (heck, it is better to do both!).
It is better to send three email campaigns per week to your most loyal email subscribers than it is to mail two email campaigns per week to everybody.
Think about the ways you can maximize three smaller events over two bigger events.
Omnichannel Customers Are The Best Customers
Omnichannel customers may well be the best customers. But that doesn't mean that the omnichannel thesis caused customers to become be...
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RFM is great for targeting one catalog to one customer. However, RFM is tough to manage in a multichannel environment. This becomes clear ...
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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... -
You probably run Life Tables for your customer file, right? Right? They've been around forever ( click here for a reference f...