The Soul of the Retailer: A Great Merchant?

Like the drummer in a band, or a wide receiver on a football team, a merchant has a little edge to them and march to a different beat than the other employees in your company. A good merchant with a great eye for product, a full understanding of their customer, and a big picture view of Read More The Soul of the Retailer: A Great Merchant?

Integration of Online and Offline Channels is Foundational for Future Success – Part II

Back in early June, I shared a blog post about print marketing, and I wanted to expand upon those thoughts, adding some ideas about digital channels. Part II of my first blog post is below. —- With the rise of social media and the engaged consumer, email has come under increased attack as a dated Read More Integration of Online and Offline Channels is Foundational for Future Success – Part II

Integration of Online and Offline Channels is Foundational for Future Success – Part 1

It’s hard to believe that we are halfway through 2016, and I’m still taking time to reflect on last year’s holiday accomplishments, evaluate transactional and browse trends and start thinking about this year’s holiday planning in the next few months. But before that, let’s take a moment to reflect on the last year. Think about Read More Integration of Online and Offline Channels is Foundational for Future Success – Part 1

One Way to Fill the Revenue Gaps

Multichannel marketers have struggled for years with filling the revenue gaps that typically occur in the lull right before catalog mailings arrive in-home. Even in the age of digital proliferation, it’s still common to see the gaps form.  While there are various methods that can (and should) be tested to help alleviate the gap, one Read More One Way to Fill the Revenue Gaps

Using Website Data to Understand Intent

We all use purchasing data to guide our marketing plans. The recency since last purchase, frequency of purchases, and the total amount spent have been the cornerstones for predicting customer performance in direct marketing for over 50 years. We have gotten better at refining RFM using other purchasing signals, such as products or category purchased Read More Using Website Data to Understand Intent

Age of Amazon: The New Reality of Marketing Strategy, Audience Development, and Merchandising

As we head into 2017, it’s more apparent than ever that a paradigm shift is occurring. While catalog and direct mail continues to experience a resurgence, we are entering a new reality where many of the older, standard catalog and direct mail list and circulation practices are increasingly being overshadowed by Amazon and the Amazon Read More Age of Amazon: The New Reality of Marketing Strategy, Audience Development, and Merchandising

Engage and Integrate Facebook Into Your Marketing Plans

Obviously, Facebook needs no introduction! Not only has it survived, but it has thrived. Today, Facebook has 1.8 billion active audience members and has become the largest and most popular social network. Because of this massive user base that uses every type of content distribution, it’s one of the most heavily used social platforms in Read More Engage and Integrate Facebook Into Your Marketing Plans

Drivers and Catchers; As different as Apples and Oranges!

Drivers (Catalog, Email, Search) and Catchers (Store, Web, Phone) – the distinction between drivers and catchers and why understanding the difference is important The key to running any marketing-driven endeavor is to deploy marketing dollars to the best advantage of the business.  While this statement is simple, the task has become increasingly complex as more Read More Drivers and Catchers; As different as Apples and Oranges!

Pure Plays in the Postal World – What to Know

More and more, we at CohereOne are engaging with companies who are new to the postal world. Many are running successful direct businesses by employing first class digital marketing and have experienced tremendous growth over the years. Eventually that digital universe tends to hit a wall, and no matter how much more money they throw Read More Pure Plays in the Postal World – What to Know

A View from the Marketing Trenches – “C’mon Man!”

For those of you who follow NFL on ESPN, they started doing segments where the commentators show a clip from the past week where a player often is caught doing a really dumb thing, followed by the expression, “c’mon man!” In my thirty years of direct marketing, I have witnessed some legendary mistakes, goof ups, Read More A View from the Marketing Trenches – “C’mon Man!”