Case Study: All Paths Lead to Apparel Tops

Yesterday I talked about Entertainment customers shifting dollars over time to Apparel Tops.

By the time the customer orders for the third time, 34% is in Apparel Tops, just 9% in Entertainment.

Does this happen to all categories? In this case, yeah, it happens to all categories.

Here are first order categories and migration through a third order.

Apparel Bottoms:  47% / 21% (Bottoms vs Tops) in first order, 16% / 35% in third order.

Fashion:  34% / 21% (Fashion vs Tops) in first order, 9% / 33% in third order.

Home:  47% / 19% to 18% / 32%.

Jewelry:  40% / 17% to 6% / 35%.

Workplace:  27% / 21% to 3% / 36%.

Outside:  51% / 12% to 17% / 27%.

Having Fun:  37% / 20% to 15% / 32%.

Seasonal:  34% / 19% to 7% / 31%.

Decorations:  31% / 20% to 9% / 32%.

Two interesting things happening, of course. First, customers on a first order do buy from multiple categories, with Apparel Tops being right there at the top. Second, as the customer evolves, the customer spends more and more money with Apparel Tops, less and less money with the category of a first purchase.

As a marketer, tell me how you plan on using this information to make different decisions? If the answer is "I'm not changing anything", that means something.

Tomorrow, we'll explore an email exchange discussing "doing something different" given we have knowledge of customer behavior.