Should my marketing team offer personalized marketing materials to customers, based on how far the customer lives from a store?
It turns out that consumers don’t necessarily buy more merchandise just because you offer them more merchandise. Consumers tend to have a “budget,” if you will. In other words, customers are only capable of spending so much on any family of merchandise categories, regardless of how many items or SKUs you choose to offer.
Holidays have a way of chopping off the sales tail. Often, you'll see sales increases early in the week, only to see those sales rapidly decline in the days leading up to the holiday. Sales seldom rebound in the days following a holiday. Try creating a new event to generate interest, as holidays cause customers to shift focus from the old event to the holiday.
The Container Store, a leading multichannel retailer of storage and organization products, understands the importance of having a cross-channel retail strategy: Developing cross-channel customers pads its bottom line.
Any time you have a cohort of customers that is highly multichannel in nature, you have tremendous opportunities for ad cost savings. Here are four tips for filtering customers for profit: