Working with Digital Browsing Behavior to Improve Customer Response
Incorporating digital predictors into a mailing strategy can help you make better print mailing decisions, and can increase revenue by two to three times. CohereOne is pioneering overlaying online browsing behavior on traditional circulation planning to target customers who would traditionally be considered unmailable in catalog circulation planning yet may actually be responding well within the response range needed to be profitable.
Smart multichannel merchants are leveraging their customer’s online behavior to see if they are still actively engaged with the brand even though they may not have made a recent catalog purchase. the information gleaned can also identify segments that will not respond and should be suppressed. Increasing catalog circulation to customers who are likely to make a catalog purchase and suppressing customers who are no longer engaged is the one-two punch that can really improve your bottom line.
Two Case Studies
CohereOne shares two case studies showing how they found opportunities for both increasing reactivation circulation and suppressing unproductive names. One retailer incorporated digital predictors and reactivated their older buyers by 83%. That’s pretty significant when you consider the cost of acquiring new buyers.
Join Travis Seaton, Vice President of Client Services, and Jude Hoffner, Vice President of Digital Product Management at CohereOne, as they explore how traditional selection criteria in circulation management (recency, frequency, monetary) is making room for a more targeted and ecommerce-centric approach.