RFM Turned Upside Down

Panels also were created for older buyers. For buyers who previously had purchased more than 13 months ago, those not mailed responded at 3.4 percent; those mailed responded at 2.8 percent. This isn’t a one-time test. We’ve repeated this test with several clients and seen similar results.

At this point, much additional research needs to be conducted to fully understand buyers’ behavior now that they have 24/7 Web stores available to them. I would postulate the following: