Earlier in the case study, we learned that Hippoman's Big And Tall is highly, and I mean highly dependent upon new customers for sales growth.
So let's look at new + reactivated customers (all new customers plus all customers who, when they bought, were at least 13 months past their last purchase) during the past three years.
Now, please look at January - June of 2014. There's a serious problem, don't you think?
Remember our new item comp segment analysis results from January - June 2014?
And here was what existing item comp segment performance looked like:
There is a problem with new + reactivated customers in January - June.
There is a problem with new item productivity in January - June.
There is no problem with existing item productivity in January - June.
Across my client base, when there is a problem with new + reactivated customers, the marketing team gets "lit up". In fact, with the kind of problems observed here, it's likely that somebody in marketing is going to be fired.
Would you fire somebody in marketing, now that you've had a chance to review the results?
Or would you focus the company on new items?
Helping CEOs Understand How Customers Interact With Advertising, Products, Brands, and Channels
Subscribe to:
Post Comments (Atom)
This Statement is Accurate, and it is Inaccurate
Here's the link for all of you who love print and think #printisback, which most obviously ... is ... not ... back. https://www.paperage...
-
It is time to find a few smart individuals in the world of e-mail analytics and data mining! And honestly, what follows is a dataset that y...
-
It's the story of 2015 among catalogers. "Our housefile performance is reasonable, but our co-op customer acquisition efforts ar...
-
Yes, Gliebers Dresses is a fictional series designed to get us to think about things ... if business fiction is not your cup of tea, why no...
No comments:
Post a Comment
Note: Only a member of this blog may post a comment.