This article is about Zulily ... $0 to $1,000,000,000 in five years. Every catalog industry professional must read this article ... click here.
I know, I know, you're going to tell me that they're a flash sales business, and that they generate only 3% pre-tax profit, and their stock has been battered, and you have different problems and why can't I just solve your problems?
Their Chief Merchandising Officer is somebody I worked with at Eddie Bauer almost twenty years ago ... a very bright professional with hard-core catalog knowledge ... much of the kind of knowledge you possess.
In other words, she is smart, and you are smart, too.
So maybe it's time to read this article from start to finish, and then think about the lessons learned at Zulily ... thinking carefully about what they've done that truly applies to your business. Something applies, I promise you that (just read the comments about Amazon). They publish a new website every day, for crying out loud, and they A/B test everything ... think about what they learn, think about the pace that they learn at ... then think about how fast you learn? That, alone, is worth pondering, don't you think?
Here you go, click here.
Say you manage a paid search program. Last month you spent $100,000 and the following happened. Cost = $100,000. Clicks = 200,000. Co...
Two weeks ago I ran a poll on Twitter, asking if users calculated the profitability of their marketing efforts. 32% said "no"...
So Amazon created a major shopping event out of nothing, and now they're killing it in July (a month when nobody can sell anything ot...