Manage Web Buyers by Segmenting Channels and Optimizing Responses

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This document discusses how web buyers are changing the catalog marketing industry. It notes that over 50% of orders come from the web for some catalogs. There are two types of web buyers - catalog-driven and pure web buyers - who respond differently to catalog mailings. The key to managing web buyers is to segment them by channel and optimize communications based on their purchasing behaviors, such as suppressing mailings to web buyers who are unresponsive or below the breakeven point. Cooperative databases can help segment and optimize web buyers to improve response rates and sales.

Tecnología Empresariales

Web Buyers are Changing the Catalog World! Jim Coogan Catalog Marketing Economics [email_address] 505-986-9902 1328 Bishops Lodge Road Santa Fe, New Mexico 87506

Web buying is the biggest trend to hit the industry in decades. ,[object Object],[object Object],[object Object]

Keys To Managing Web Buyers ,[object Object],[object Object],[object Object],[object Object]

Biggest trend in catalog circulation is the influx of web buyers. ,[object Object],[object Object],[object Object],[object Object]

How do you know if your buyer file is healthy ?

How do you know the buyer file is healthy? ,[object Object],[object Object]

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Web buyers are different than traditional mail order buyers . ,[object Object],[object Object],[object Object]

How are web buyers different? ,[object Object],[object Object]

The key requirement to manage your web buyers is to segment buyers by channel. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Cooperative Database Tactics to Manage Web Buyers ,[object Object],[object Object]

Optimize Your Web Buyers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

V $3,242.45 36.7909 22.6514 1.1559 339 U $2,630.84 26.1441 16.3151 1.6184 196 T $2,544.17 22.8926 14.4137 1.8138 168 S $2,454.70 20.2918 12.8214 1.8673 153 R $2,373.98 19.2269 12.0319 1.7857 148 Q $2,184.58 16.6276 10.4616 2.1479 134 P $1,833.99 14.6548 9.2263 2.3389 122 O $1,733.78 14.0531 8.6721 2.0459 113 N $1,494.57 12.0535 7.634 2.2243 102 M $1,317.01 10.8631 6.8048 2.3694 94 L $1,148.89 9.54 5.9747 2.5717 82 K $1,012.79 8.3484 5.2684 3.004 74 J $887.05 7.3141 4.6426 3.3207 68 I $748.85 6.2977 4.09 3.6665 57 H $660.13 5.4311 3.5093 4.4416 42 G $534.67 4.5238 2.9988 5.2999 28 F $434.93 3.4913 2.3572 6.7795 19 E $315.03 2.5402 1.7988 9.3279 8 D $206.61 1.641 1.2333 14.56 5 C $97.09 0.8424 0.649 26.2923 1 B A 12 Month Dollars 12 Month Trans 12 Month Partic Months Rec Index Segment

Which web buyers do you optimize? ,[object Object],[object Object],[object Object],[object Object]

How do you use optimization? ,[object Object],[object Object],[object Object]

Measuring response without source codes isn’t easy. Without Matchbacks, it may be impossible.

Is your circulation plan healthy when you don’t capture source codes on web orders? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

How do you segment the web buyers? ,[object Object]

Are Web buyers buying because they got a catalog?

Are Web buyers buying because they got a catalog? ,[object Object],[object Object],[object Object],[object Object]

Tactics for Web Buyers ,[object Object],[object Object],[object Object],[object Object]

Converting Web Catalog Requests: The rules have changed! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Manage Web Buyers by Segmenting Channels and Optimizing Responses

1. Web Buyers are Changing the Catalog World! Jim Coogan Catalog Marketing Economics [email_address] 505-986-9902 1328 Bishops Lodge Road Santa Fe, New Mexico 87506

5. How do you know if your buyer file is healthy ?

10.

11.

12.

13.

14.

15. V $3,242.45 36.7909 22.6514 1.1559 339 U $2,630.84 26.1441 16.3151 1.6184 196 T $2,544.17 22.8926 14.4137 1.8138 168 S $2,454.70 20.2918 12.8214 1.8673 153 R $2,373.98 19.2269 12.0319 1.7857 148 Q $2,184.58 16.6276 10.4616 2.1479 134 P $1,833.99 14.6548 9.2263 2.3389 122 O $1,733.78 14.0531 8.6721 2.0459 113 N $1,494.57 12.0535 7.634 2.2243 102 M $1,317.01 10.8631 6.8048 2.3694 94 L $1,148.89 9.54 5.9747 2.5717 82 K $1,012.79 8.3484 5.2684 3.004 74 J $887.05 7.3141 4.6426 3.3207 68 I $748.85 6.2977 4.09 3.6665 57 H $660.13 5.4311 3.5093 4.4416 42 G $534.67 4.5238 2.9988 5.2999 28 F $434.93 3.4913 2.3572 6.7795 19 E $315.03 2.5402 1.7988 9.3279 8 D $206.61 1.641 1.2333 14.56 5 C $97.09 0.8424 0.649 26.2923 1 B A 12 Month Dollars 12 Month Trans 12 Month Partic Months Rec Index Segment

16.

17.

18. Measuring response without source codes isn’t easy. Without Matchbacks, it may be impossible.

19.

20.

21. Are Web buyers buying because they got a catalog?

22.

23.

24.

25.

Manage Web Buyers by Segmenting Channels and Optimizing Responses

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