Last time, we learned the real reason this business is tanking ... new item problems.
Here's the comp segment analysis for Tops:
And for Bottoms:
There are subtle differences, but let's be honest - the end result, on an annual basis, is the same. Both divisions were up 3% in 2013, the two divisions were down 9% and 8% in 2014.
The problem isn't Tops, and the problem isn't Bottoms.
The problem is new items within Tops, and new items within Bottoms.
RFM is great for targeting one catalog to one customer. However, RFM is tough to manage in a multichannel environment. This becomes clear ...
If you don't like geeky math, please skip this post, because I am about to show you how the sausage is made! I have eight variables in...
Remember our e-commerce customer from yesterday ... 50% organic, 50% catalog driven? We mail a catalog, and the $3.00 matchback outcome is ...