Multichannel Integration: Three Tactics to Achieve Channel, Brand and Market Segment Profitability

3. On increasing profitability: Sometimes increasing profitability isn’t just about increasing conversion rates. “Determine what your unprofitable segment is, then figure out if you can migrate that customer to a profitable segment,” said Steven Skinner, acting president at big-box hardware retailer Home Depot. “And if you can’t migrate them to a more profitable segment, figure out how to ‘fire’ those customers, because sometimes that’s necessary to increase profitability.”