Here's something I witnessed recently.
- Annual Comp Segment Performance: -11%.
- Annual New/Reactivated Comp Buyers: +3%.
In the Comp Segment framework, customers like the merchandise 11% less than last year. This fact has to be applied to new/reactivated comp buyers.
- Adjusted New/Reactivated Comp Buyers = +3% - (-11%) = +14%.
Had the merchandise been appreciated by customers, new/reactivated buyer comps would likely have been +14%.
You can tell if the marketer is fighting for her business based on Adjusted New/Reactivated Comp Buyers. It's not the only way to tell, but it is a leading indicator. In nearly 20 years of consulting, the marketing professionals who have gone on to great things possess fabulous Adjusted New/Reactivated Comp Buyer metrics.
Show of hands ... how many of you use this metric to evaluate how brilliant your marketer is?
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