Remember what I call the "Great Eight"?
- Welcome Program.
- Anniversary Program.
- Optimization Program.
- New Merchandise.
- Existing Merchandise.
In the booklet, I ran a Life Table for customers after a 1st / 2nd / 3rd / 4th purchase.
Look at the first three months, across the board. This is the time when you have to get the customer to repurchase, period.
A new Marketing Leader implements a credible Welcome Program from DAY ONE. It's almost irresponsible not to implement a credible Welcome Program. Just as important - the new Marketing Leader communicates to every single employee why Welcome Programs are critically important.