Technology helps catalogers deliver precise online marketing

Enticing Offers

Using Net Perceptions’ Intelligence Channel, Garden.com created a targeted e-mail campaign to recapture quality customers who hadn’t yet purchased in 2000.

In identifying the past purchasers, Garden.com discovered that most had purchased roses. An overall popular item for Garden.com is the Princess of Wales Rose. By further analyzing the data, the Internet retailer selected a variety of complementary products to the rose and created an incentive package. Offering 50 percent off the rose, but cross-selling it on the Web with the affinity products, Garden.com still made a profit and reactivated some quality customers.