Change Is Happening

Here's the business we've been evaluating.

This time, we analyze the change in the twelve-month buyer file by each of the twenty-five customer performance segments.

This analysis is important, because we want to understand how our business is evolving, and we want to understand if this is good/bad for the future of the brand.

Today we analyze the segments that are growing.

The segments that are growing are 31 / 41 / 51 / 52 / 53. In other words, the upper right hand corner of our customer grid is growing.

Who are those customers? I ran an analysis to measure the average customer attributes of these buyers.

• 31 = Newer buyers, full price existing merchandise, search-centric buyers, $108 last year. Merch Categories 12/13.
• 41 = Average buyers, full price existing merchandise, search and online buyers (i.e. online marketing driven), $151 last year. Merch Categories 12/13.
• 51 = Good buyers, full price existing merchandise, call center and online buyers (i.e. print driven), $223 last year and $171 the year prior. Merch Category 13.
• 52 = Good buyers, full price existing merchandise, call center buyers (highly print driven), $301 last year, $236 spent the year prior. Merch Categories 8/12/14.
• 53 = Very good buyers, full price existing merchandise, call center buyers (highly print driven), $451 last year, $361 spent the year prior. Merch Categories 12/14/21.

The answer becomes really clear.

• This brand pushed existing items from categories 8/12/13/14/21 mostly via print, causing the customer file to grow, ultimately increasing File Power.

Of course, there are negative file counts in the table. Tomorrow we'll explore the negatives, so that we have a complete picture of how this brand is changing.