We're studying a brand that has a customer acquisition problem ... and covers up the problem by acquiring a bunch of F-Tier new customers. Maybe your brand does the same thing?
S-Tier new customers tend to align with a fraction of your merchandise assortment. They like specific merchandise divisions, they like either new merchandise or existing merchandise.
There isn't a right/wrong answer when it comes to what S-Tier new customers prefer. It's simply your job to know what they like, then offer comparable products to future new customers.
Here's the mix of new items purchased by the various tiers.
- S-Tier = 36% New Items.
- A-Tier = 35% New Items.
- B-Tier = 31% New Items.
- C-Tier = 25% New Items.
- D-Tier = 20% New Items.
- F-Tier = 13% New Items.
The S-Tier customer prefers existing merchandise, but skews nearly 3x higher toward new items than the F-Tier customer.
Once you know this fact, you cannot "unknow" it ... you'll modify your assortment to attract more S-Tier customers. Those product listing ads that dump a glut of F-Tier customers? Well, they might attract C-Tier customers with a better assortment, right?
Know the answer ... what merchandise/products do your S-Tier new customers prefer?
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