Retail marketing leaders are doing an excellent job using segmentation models for their prospects and client base. They use this information to customize marketing messages, offers, and loyalty program benefits. This modeled insight has created an odd realization. In...
Marketing has truly evolved into a data-driven business function, justifying the fact that we all get a B.S. degree rather than a B.A. With the pervasiveness of digital marketing, our obsession with data has reached new heights. But have we flown so high that we are...
As a business leader, when you strive to grow a business, contemplating the number of barriers can make growth feel unattainable. Scaling up requires us to consider all issues. Do we have enough employees? Can we keep up the needed service level? Do we have the proper...
Most of us would agree that marketing is an investment. We spend money and we expect ROI. We’re willing to do some testing to find something new that might work better, but by and large we want to make money or acquire a lead or move someone through the funnel with...
Did you know the average American household moves every five to seven years? With each move, these people will be establishing new buying behaviors and shopping at new stores in their vicinity. New movers represent a lucrative opportunity for brands to establish new...
We have talked to multiple marketers who want to be able to reach more of their loyalty program members via direct mail. Email is their current primary tactic due to low outbound cost and emphasis is placed on each store gathering email addresses at sign-up both in...
Let’s be honest. Customer churn is part of business. The question is how can you reduce it? Here are some of the ways you can keep churn to a minimum. 1. Identify which customers are at risk of churning Start by looking at your customer list. Which customers appear to...
The following case study from Marketing Sherpa demonstrates the power of looking at segment metrics and performance vs. just looking at averages. It also demonstrates the impact of reducing churn and turning new customers into frequent customers. SoftwarePundit had...
Let’s say you have a customer who purchases specific items every 6 weeks on average from you or at least finds their way to your website or store in that time. It’s been 8 weeks with no purchase. Do you know that they’ve lapsed? How do you bring them back? The first...
For decades, brand awareness has been the subject of research and study. Is branding a good investment of your marketing dollars? To what extent does brand awareness truly influence the final purchase decision? Experienced marketers know brand awareness does matter....
