Gretchen Wahl

It’s often been said that it’s more expensive to acquire a new customer than it is to retain an old one, but in an ideal world, you’d be able to do both. Executives at multichannel lingerie merchant Bare Necessities explained their strategies for doing just that during a session at the recent eTail conference held in Philadelphia. Following are their tips on how to acquire new customers online and keep them coming back: 1. Split the workload. Bare Necessities’ marketing team is split into three separate divisions: acquisition, merchandising and retention. Each has its own director, resources and budget, said director of Web merchandising Gretchen