January 15, 2013

Kaley's Knits: Twelve-Month Buyer File Issues

This graph shows the trajectory of the twelve-month buyer file at Kaley's Knits:


Remember, demand increased in the past year, but the housefile was in decline.  Let's look at a rolling twelve month graph of existing buyers (those with a purchase in the past year, and a purchase prior to the past twelve months).


Oh, oh.  What does this graph tell you?

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...