Eckler’s Approach to 3-Year Planning Puts Customer Data, History to Work

“Once you’ve started segmenting,” Gaines said, “you can use tools like RFM. At Eckler’s, when I first got there, we were divided into zero to three months and six-month buyers. This worked for years, but response [ultimately] went down. So we started doing more RFM, looking at buyers by segmenting, and started to see which segments we could drop out, because they weren’t profitable.”