{"id":31512,"date":"2025-01-16T17:18:06","date_gmt":"2025-01-16T17:18:06","guid":{"rendered":"https:\/\/peraltafinancing.com\/analytics\/some-of-those-customers-suddenly-reappear\/"},"modified":"2025-01-16T17:18:06","modified_gmt":"2025-01-16T17:18:06","slug":"some-of-those-customers-suddenly-reappear","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=31512","title":{"rendered":"Some of Those Customers Suddenly Reappear"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div id=\"post-body-7048821097225094466\" itemprop=\"description articleBody\">\n<p style=\"text-align: justify;\"><span style=\"font-family: arial;\">In the stone ages of e-commerce (1999), I worked at Eddie Bauer. We had a Home business.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: arial;\">Those of you who have worked in Apparel and Home fully realize that these are two completely different business models.<\/span><\/p>\n<ul>\n<li><span style=\"font-family: arial;\">Apparel = Purchases every few months.<\/span><\/li>\n<li><span style=\"font-family: arial;\">Home = A cluster of purchases, followed by dormancy, followed by a potential future cluster of purchases.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-family: arial;\">You can spend marketing dollars marketing to existing Apparel customers, because their purchase cycle is short. Future purchases are always coming.<\/span><\/p>\n<p><span style=\"font-family: arial;\">Home? Be careful. Our Home business at Eddie Bauer never turned a profit. The closest we got was in 1999 when we lost a quarter-million dollars. What did we do differently? We treated customers who just bought differently than we treated prospects.<\/span><\/p>\n<div>\n<ul>\n<li><span style=\"font-family: arial;\">We stopped mailing most existing Home customers after three months.<\/span><\/li>\n<li><span style=\"font-family: arial;\">We rented every possible customer we could from Pottery Barn and Williams Sonoma, mailing those customers instead of our own Home customers.<\/span><\/li>\n<\/ul>\n<\/div>\n<p><span style=\"font-family: arial;\">We live in a different world today. Regardless, you shouldn&#8217;t waste marketing dollars on customers who are not likely to repurchase. When a customer isn&#8217;t likely to buy, you use email marketing and social channels and video to maintain a low-cost relationship &#8211; to remind the customer that you&#8217;re still there.<\/span><\/p>\n<div>\n<ul>\n<li><span style=\"font-family: arial;\">The minute the Home customer visits your website and looks at Home products, you should immediately &#8220;Action Stream&#8221; a series of in-house marketing designed to close a sale right now. It&#8217;s a different marketing cadence than you can get away with in other product lines.<\/span><\/li>\n<\/ul>\n<\/div>\n<p><span style=\"font-family: arial;\">Some of those Home customers suddenly reappear. Modern software allows you to know the minute a lapsed customer visits your website, enabling you to trigger specialized campaigns with a personalized merchandise assortment.\u00a0 Why we don&#8217;t take advantage of website visits among lapsed buyers with triggered campaign paths is beyond me.<\/span><\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>In the stone ages of e-commerce (1999), I worked at Eddie Bauer. We had a Home business. Those of you who have worked in Apparel and Home fully realize that these are two completely different business models. Apparel = Purchases every few months. Home = A cluster of purchases, followed by dormancy, followed by a [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12033],"tags":[11717,21208,15887],"dealstore":[],"offerexpiration":[],"class_list":["post-31512","post","type-post","status-publish","format-standard","hentry","category-analytics","tag-customers","tag-reappear","tag-suddenly"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Some of Those Customers Suddenly Reappear - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=31512\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Some of Those Customers Suddenly Reappear - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"In the stone ages of e-commerce (1999), I worked at Eddie Bauer. 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