November 17, 2016

Impact of Cyber Monday on Customer Loyalty

In the vast majority of my project work, four themes emerge in the mid-November to mid-December timeframe.
  1. The most loyal customers tend to shop online in the three days before Thanksgiving.
  2. Cyber Monday buyers are not any more/less loyal than other customers who purchase on surrounding days (this is a good thing).
  3. Cyber Monday orders tend to be obtained at larger discounts and therefore, generate less profit.
  4. There is evidence that customers are being trained to delay purchases until Cyber Monday, and as a result, larger Cyber Monday discounts yield less profit for companies employing them.
Your mileage will vary, of course.

But you measure the four themes above, right?


Page Counts When Bifurcation Hurts All Other Customers

Yesterday we talked about the fact that best catalog customers (a minority of your file) deserve MANY catalogs that are merchandised with...