Do You Know What Really is Driving Your Demand?
Why an effective method of matching back sales is crucially important to your multichannel company’s health.
Results Can Be Deceiving
If you’re like most catalogers, you probably have considered reducing mailings to Web-only buyers as a way to save money, because undoubtedly when you look at your source-code report, it appears these buyers perform poorly.
The results of zero-to-12-month Internet buyers (as reflected on the source-code report) often don’t look good — at least on the surface. It’s logical to assume, then, they shouldn’t be mailed a catalog, at least not as frequently as catalog buyers who fall within the same RFM housefile segments. But is this really wise?
- Companies:
- Lett Direct Inc.
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