MCI (Modern Channel Index) by Category

In a recent project I selected the top 500 selling items in the past year, and then classified the items into one of four segments.

1. Newer Customers / Old Channels.
2. Older Customers / Old Channels.
3. Newer Customers / Modern Channels.
4. Older Customers / Modern Channels.

Which segment represents the future of your business?

• Newer Customers / Modern Channels.

Which segment represents the history of your business?

• Older Customers / Old Channels.

I analyzed the top 500 items, splitting them out by merchandising category. Here's what I learned:

Widgets:

1. Newer Customers / Old Channels = 4 items.
2. Older Customers / Old Channels = 37 items.
3. Newer Customers / Modern Channels = 6 items.
4. Older Customers / Modern Channels = 8 items.

Pibits:

1. Newer Customers / Old Channels = 8 items.
2. Older Customers / Old Channels = 7 items.
3. Newer Customers / Modern Channels = 26 items.
4. Older Customers / Modern Channels = 5 items.

Widgets represent where the brand "was".

Pibits represent what the brand "will be".

Think about your marketing strategy for "Widgets".

Think about your marketing strategy for "Pibits".

When I talk about low-cost / no-cost customer acquisition strategies, I'm talking about leveraging Pibits in your digital channels and I'm talking about using Widgets in old-school programs to drive revenue among your long-term loyal customer base.

This isn't difficult stuff.

But it is readily actionable, isn't it?

What would stop you from doing this?