Customer Acquisition

The Client: A National Retailer

Situation

Inconsistent purchase behavior of professional contractors within current markets generated unpredictable sales results.

Approach

Built a new segmentation methodology that integrates pro customer attributes with buying behavior at the product level.

Solution

Developed conversion reports for each catalog and newsletter campaign and applied appropriate metrics on Total Ticket and Advertised SKUs where applicable. Potential spend was computed by customer, by category in order to deliver more predictable targeted marketing results. We then redefined the catalog offers by new segment based on product and lifestyle preferences.

Results

Initial testing of matching the appropriate offer more closely to the Pro audience delivered a buy rate 28% higher than for prior direct marketing efforts.