Catalog Creative - The RFMP Way (2,685 words)

Hot Potatoes

Let's discuss this important sub-segment. These are individuals within the Meat and Potatoes group that have ordered once within the last 30 days (see the navy blue box within the chart). Statistically, we know that if we can get them to quickly order again, their attrition rate remains low. These "hot potatoes" should be communicated to quickly. Try a special welcome cover that includes a special discount on their very next order. Eddie Bauer tips on a simple card that says welcome and offers 20-percent off their next order.