Dear Catalog CEOs:
Have you bought flowers yet for your spouse/partner?
Here's the thing. Somebody decided to create an "event", and the public complied, to the tune of billions of dollars of chocolates and flowers and jewelry and cards.
An EVP recently told me that his brand had "nothing to talk about, the customer has seen it all".
Well, if you have nothing to talk about to the customer, why should the customer even care about you?
You can build upon an existing event.
You can create an event.
Or, you can do like Fab.com does ... they have sixteen events each day.
Sixteen events every single day!
We used to plan our lives around sixteen catalogs per year ... each email campaign indirectly supported catalog mailings.
We might have to get used to a future where we have sixteen events a day, each one targeting a different customer segment.
Ok, let's look at a practical example of Primary / Secondary / Tertiary categorization of merchandise categories. In this case, we ...
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...
We spent the past two weeks talking about the events and influences that shaped what I call "The Great Eight". My Influence...
If you don't like geeky math, please skip this post, because I am about to show you how the sausage is made! I have eight variables in...