October 24, 2018

It Couldn't Make More Sense


Remember what I call the "Great Eight"?
  • Audience.
  • Awareness.
  • Acquisition.
  • 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.

Merchandise Lifetime Value - MLV - Depends On First-Year Performance

Let's say that a new item performs in the bottom 45% of the assortment. Five-Year Cumulative Demand = $348. Let's say that a n...