When a great customer has moved on from catalog marketing, the optimal contact strategy changes ... significantly!!
In this example, the brand is mailing a dozen 80 page catalogs to the great customer who is no longer a shopper due to catalog marketing.
And that, dear readers, is a mistake.
The brand should mail this customer six 32 page catalogs, or three 80 page catalogs (not 12), or two 160 page catalogs.
This is how the world has changed ... this is Bifurcation in action.
- Great Catalog Customer = 1,800ish pages per year.
- Great Brand Customer = 240ish pages per year.
- Current Strategy = 960ish pages per year.
It's time to change strategy, isn't it?
It's time to start thinking about the future.
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