June 11, 2014

Online / Retail Dynamics: The Catalog Customer

Even in a retail environment, there are catalog customers who behave differently than other customers.

Look at the bottom right segment.
  • 0.55 Direct (online) Orders.
  • 4.11 Retail Orders.
  • 4.66 Total Orders.
  • 9.80 Website Visits.
  • 2 to 1 Visit-To-Purchase Ratio.
The ad channel this customer uses is catalogs.

Notice that this customer has an 8-to-1 retail purchase skew.

Notice that this customer does not visit the website, less than once a month, to be honest.

In other words, this customer is very different than the average customer ... this customer actively uses the catalog (not the website) as the primary shopping tool, and uses the catalog to buy in stores, not online.

In an omnichannel world, you're told you have to do everything. Wrong. You have to do what is right for specific customer segments. For this customer segment, the catalog is an important component of the purchase process - more important than the website.

Segment your customers, understand their Online / Retail Dynamics, then act appropriately!

Contact me (kevinh@minethatdata.com) for your own, customized Online / Retail Dynamics project.

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