March 14, 2012

Setting Up Accountability For Judy, Jennifer, and Jasmine

Let's pretend you assign a merchant/creative/marketing expert to each persona.

Here's Judy, Jennifer, and Jasmine.

Three customers, somewhere around 59, 43, and 27 years old.  Each customer requires a different marketing approach, don't you think?

Each customer is coded in the database (that's what I do, email me for details).  Think about each customer as a separate line of business.  You assign a merchant/creative/marketer to each team (preferably at the Manager/Director level, to give folks a practical leadership opportunity), and you give them authority to grow their customer audience.

What might work with Judy?

  • A possible increase in the catalog mailing strategy.
  • Targeted catalog mailings with unique merchandise offerings.
What might work with Jennifer?
  • Smaller catalogs that drive Jennifer to the web.
  • A strong search marketing program.
  • Significant experimentation with the email marketing program to identify the best creative strategies to inspire online purchases.
  • A zeal for creating landing pages that are "to die for".
  • Experimentation with iPad-based commerce.
What might work with Jasmine?
  • Elimination of most/all catalog mailings.
  • Viral-based email marketing strategies that focus on time-based deals and bargains.
  • Mobile strategies that integrate social and flash sales.
  • Social shopping ... think Pinterest / E-commerce integration.
  • Integration of friend-based events with current e-commerce business.
Anyway, you have better thoughts about this than I have, so have at 'em!!

Is there a way to focus on customer personas, managing the business via customers instead of via channels?


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...