November 25, 2018

Cyber Monday and MLV

Today the trade press will breathlessly cheer on your ability to generate a ton of volume at no profit whatsoever. "Winners" will be determined based on 50% off plus free shipping ... not based on profit that contributes to your annual bonus.

So if you have to ruin your p&l to please vendors  / trade journalists / thought leaders, at least feature new merchandise in your craven desire to make a statement by crushing the competition, ok? At least push new items into winning status, which pays off considerably in the long-term?

How much does it pay off in the long-term?

I'll talk about that tomorrow.

Email Marketing and Discounts

It comes up over and over again. The email marketing team wants to maximize open rates (not profit, mind you, open rates). How does one...