Mining Your Customer Files
GREATER SALES and PROFITS AWAIT when you realize that all customers are not created equal
• The top customer segment pulled 32 percent, with a $69 AOV or $22.08 sales per catalog mailed.
• The second best customer pulled 17 percent, with a $63 AOV or $10.71 sales per catalog mailed.
• The third customer RFM segment pulled 7 percent, with a $57 AOV or $3.99 sales per catalog mailed.
• The lowest customer segment pulled just slightly better than outside rental names with a 2.5 percent response and a $53 AOV or $1.33 sales per catalog mailed.
- Companies:
- J. Schmid & Assoc.
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