
By
Joe Keenan
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Key segmentation variables that Plow & Hearth tracks within its customer database (and that Kwiatkowski advised the audience to do as well) include the following:
- How did they come to your website?
- Did they receive a catalog?
- What was the initial first order profit?
- What's the expected rebuy rate?
- What can you afford on subsequent contacts?
Incorporate segment knowledge (e.g., the answers to questions such as the ones above) into your profile rankings, Kwiatkowski said. Plow & Hearth is willing to prospect below breakeven based on expected 12-month spend, which is driven in large part by profile rankings. The retailer has a 12-month goal on how it manages/contacts each customer.
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