Strategy What You Need to Know About Promotional Offers
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Who Qualifies for a Free-Shipping Offer?
The names you select to get the free-shipping offer should be in specific groups. For example, use the offer to reactivate 24-month-plus buyers, or to convert one-time buyers into multibuyers, or to convert catalog requestors. Don't, however, offer free shipping to your most recent buyers (unless you want to drive traffic to the Web). The chart "12-Month Free Shipping P&L" (below) illustrates the impact of free shipping on a zero-to-12-month housefile and the lift needed to fund the promotion.
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- Companies:
- Lett Direct Inc.
- People:
- Stephen R. Lett Promotional
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