A Category That Owns Customers

In our study, here is a repurchase table for Category 6.

There is a lot of data to digest here.

Let's go right to the bottom of the table.

Category 6 generated 63% of sales from last year's category six buyers. It generated 11% of sales from buyers of other categories. It generated 26% of sales from new/reactivated buyers.

Once you know that a category generates most of sales from prior buyers, how does your email marketing (or if you are a cataloger, print marketing) tactics change?