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Jim Coogan
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- Don’t favor one channel over another (e.g., stronger offers via email than in your catalog).
- Limit how deeply you discount. It’s better to run shallow discounts frequently than deeper discounts infrequently.
- Segment out those customers who have responded to your promotional offers. Consider increasing the frequency of offers to those buyers and sending fewer discounts to those buyers who have never used a promotional offer.
- Use promotional offers via email or catalog to reactivate customers who haven’t bought from you in a while.
- Know that when you send shopping cart abandonment emails that consumers are expecting a promotional offer.
- Test constantly. Test the difference between deep offers and smaller discounts for catalog, email and online ads.
If you're selling commodity-branded merchandise, know the street price of the items you're selling and be very careful about selling either above or below the established street price for an item. If your price is above, you won’t sell much. If your price is below the established market price, you may get pushback from your manufacturers.
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