Are SOHOs Bringing You Down?
Before you pull SOHO or residential segments completely from your mailings, however, analyze those segments for pockets of response.
Analyze Purchase Behavior
3. Response predictors. Once you’ve identified SOHOs and consumers on your file, analyze their purchasing behavior in terms of average order, channel and product purchase.
A columnist for Retail Online Integration, George founded HAGUEdirect, a marketing agency. Previously he was a member of the Shawnee Mission, Kan.-based consulting and creative agency J. Schmid & Assoc. He has more than 10 years of experience in circulation, advertising, consulting and financial strategy in the catalog/retail industry. George's expertise includes circulation strategy, mailing execution, response analysis and financial planning. Before joining J. Schmid, George worked as catalog marketing director at Dynamic Resource Group, where he was responsible for marketing and merchandising for the Annie's Attic Needlecraft catalog, the Clotilde Sewing Notions catalog, the House of White Birches Quilter's catalog and three book clubs. George also worked on corporate acquisitions.
