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
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How to Kick Your Retail Store Sales into High Gear
Last week I was sad to read that one of the first “brick and mortar” clients I worked with 20 years ago had declared bankruptcy. I was reminded of the initial project that I did for them. They had hugely expanded their catalog program, mailing many millions of catalogs over the year, but with results Read More How to Kick Your Retail Store Sales into High Gear
Simplifying Your Catalog Selections: House File Modeling
Have you ever heard the phrase, “work smarter, not harder?” Do you typically spend hours making your mail selects for each drop, using the traditional RFM approach? One way of reducing the time it takes to make final mail selections is by using a house file scoring system. This system converts the variables you typically Read More Simplifying Your Catalog Selections: House File Modeling
Great Retailers Have Great Merchants
I recently read an article in the Wall Street Journal, titled: “Data Pushes Aside Chief Merchants”? The article reported that “intuition is being displaced by algorithms,” and that a new breed of chief merchant is being hired by large companies such as Kohl’s, Target, and Walmart. The new merchant is more likely to have come Read More Great Retailers Have Great Merchants
Million Dollar Multis
Want to make a quick million? Sure you do! I’ll tell you how. And no, I’m not a scammer. Over and over again, when CohereOne completes a best practice review of the marketing program of a mid-size catalog company, we find an easy fix that delivers $1,000,000+ dollars straight to the bottom line. In this case, Read More Million Dollar Multis
Summer To-Do List: Deep Work with a Beach Ball
In my closing session at last month’s CohereOne Integrated Marketing Summit, I shared several concepts from authors’ work whose messages have significantly influenced my strategic branding work. In case you missed the Summit (a wonderful gathering of curious, smart and growth-oriented marketers, merchants and creatives!), may I suggest you add this excellent and thought-provoking book Read More Summer To-Do List: Deep Work with a Beach Ball
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
It’s All About the Product!
Last month I attended the NEMOA (National eTailing and Mailing Organization of America) conference in Boston. They celebrated their 70th anniversary, which is quite an accomplishment for a conference these days. Like most marketing conferences today the sessions focused heavily on email, digital, and social marketing. The final session included panelists sharing their ideas on Read More It’s All About the Product!
Thriving in the Jungle
On Sunday morning, I was relaxing with my cup of joe when the doorbell rang. I was surprised to see the USPS at my door delivering the three mixing bowls I had ordered from Amazon on Friday afternoon with “one click.” Wow! Unbelievable! While I was pleased that I could use new cookware for Sunday Read More Thriving in the Jungle
Attention Retailers: Be Mindful of Your Moments
In less than six weeks, this retail holiday season will be over. The season you and your brand leaders have strategized, forecasted, sweated over and meticulously orchestrated. No doubt, right now all hands are on deck as calls, orders and customers walk through your doors or enter your web portals. I wish you well. I Read More Attention Retailers: Be Mindful of Your Moments