November 27, 2014

Shifting Demand Into November And December

You see this one repeat all the time.
  • New+Reactivated Buyers, November-January = +5%.
  • New+Reactivated Buyers, February-October = -20%.
  • New+Reactivated Buyers, Annual = -7%.
When you drill down into the numbers, you uncover two really uncomfortable findings.

First, November-January buyers are much less likely to pay full price than February-October buyers.

Second, November-January buyers are much more seasonally oriented than February-October buyers, who happily buy during all calendar months.

Over the past five years, businesses ramped-up the November and December machine (Cyber Monday!), and greatly increased the presence of January as a clearance / liquidation month. Customers responded, in earnest.

Then we wonder why customers won't purchase during the rest of the year, when we try to push full price, non-seasonal merchandise?

Use your diagnostic framework to identify if this is happening in your business. Run the queries! Contact me if you can't get the work done (

No comments:

Post a Comment

Note: Only a member of this blog may post a comment.

Make Sure You Measure It

You measure the future value of Black Friday and Cyber Monday customers, right? Right? As long as you are going to burn all of these discoun...