Multichannel Marketing, The Patagonia Way
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Paul Miller
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Through its search marketing program, about 64 percent of those prospects who come to the Patagonia site are new to the brand. Patagonia focuses its search using industry-specific terms such as “organic cotton” or “waterproof jacket.” “We look at customers who come through search or affiliate by near-term value,” Todd said. “Net profit after a six-month time frame, these customers have a $78 value to us; among those who also buy out of the catalog, their value is $112. So the catalogs remain a really powerful vehicle for Patagonia.”
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