Every Three Weeks

Back to our playbook.

Every three weeks there needs to be an event. Again, not "40% OFF PLUS FREE SHIPPING", that's not an event, that's a bribe that devalues the customer relationship.

Events are important, because they fill your marketing ecosystem ... the kids call this stuff content and engagement ... it's so much more than that. You are giving the customer a reason to pay attention to you, and better you do that with merchandise that leads to content than to do it with content alone.

All this stuff helps you retain customers ... and based on your feedback, you much prefer retaining customers than acquiring customers (though most of you benefit more by acquiring customers than retaining customers).