Web Buyers are Changing the Catalog World! - PowerPoint PPT Presentation

Loading...

PPT – Web Buyers are Changing the Catalog World! PowerPoint presentation | free to view - id: 17a1d-ODBiN



Loading


The Adobe Flash plugin is needed to view this content

Get the plugin now

View by Category
About This Presentation
Title:

Web Buyers are Changing the Catalog World!

Description:

Web buying is the biggest trend to hit the industry in decades. Some catalogs see over 50% of their ... Web buyers love Clearance, Overstock and Closeout. ... – PowerPoint PPT presentation

Number of Views:41
Avg rating:3.0/5.0
Slides: 28
Provided by: mailo
Category:

less

Write a Comment
User Comments (0)
Transcript and Presenter's Notes

Title: Web Buyers are Changing the Catalog World!


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

2
Web buying is the biggest trend to hit the
industry in decades.
  • Some catalogs see over 50 of their orders placed
    on the Web.
  • If you dont understand Web buyers, your response
    rates will decay. Period.
  • Some Web buyers can be mailed. Some cant.
    Trick is knowing who to mail and who not to mail.

3
Biggest trend in catalog circulation is the
influx of Web buyers.
  • Two kinds of Web buyers -- catalog driven and
    pure Web buyers.
  • These two kinds of Web buyers respond very
    differently to catalog mailings.
  • Catalog driven Web buyers respond like
    traditional catalog buyers.
  • Pure Web respond very differently than
    traditional catalog buyers.

4
How do you know if your buyer file is healthy?
5
How do you know the buyer file is healthy?
  • Mailing 1,000,000 Web buyers _at_ 2.00/catalog
    mailed.
  • Breakeven is 1.00/catalog mailed.

6
  • Segment Circulation /Catalog Total Sales
  • Total 1,000,000 2.00 2,000,000
  • Looks Healthy.

7
  • Segmenting your Web buyers shows that your
    circulation is not healthy.
  • Segments Circulation /book Sales
  • Catalog driven
  • Web buyers 400,000 3.85 1,540,000
  • Pure Web buyers 600,000 .77 460,000
  • 60 of the circulation is well below breakeven!
  • Breakeven is 1.00/catalog

8
  • Catalog circulation managers need good data to
    make decisions.
  • Traditional catalogers are wasting circulation!
  • Pure Web companies need to understand Web buyers.
  • Pure Web merchants are leaving sales on the
    table!
  • Pure Web merchants need reorders. Catalogs are
    great for getting reorders.
  • The Web is not good at driving demand.

9
Web buyers are different than traditional mail
order buyers.
  • They order on the Web.
  • They come to you without source codes.
  • Web buying is really a different shopping
    experience.
  • Catalogs sell products. The Web takes orders.
  • Catalogs create demand and work well when
    consumers are relaxing on the couch or reading in
    bed.

10
The key requirement to manage your Web buyers is
to segment buyers by channel.
  • Expand traditional segmentation from RFM
    (recency / frequency / monetary) to RFM C.
  • You must segment your buyers by Channel.
  • Segment the Web channel into
  • pure Web
  • Catalog-generated Web
  • multichannel buyers.
  • Its not enough to just segment Web buyers from
    call center buyers.
  • Segment pure Web buyers by original source.
  • Price comparison engine buyers arent going to be
    very loyal to your company. They are price
    shoppers first and brand shoppers second and
    arent loyal to your store.

11
How are Web buyers different?
  • Web buyers will buy overwhelmingly using the Web!
  • They will reorder on the Web so if you dont
    capture key codes, you will underreport results.
    Youll miss 80 or more or the sales from a Web
    segment!
  • Pure Web buyers may be very unresponsive to
    catalogs or direct mail so your contact strategy
    may be much different.
  • Your merchandise mix to Web buyers may be very
    different. Always look at the product winners
    (best 25 products) by channel to see where your
    Web buyers can lead you in terms of merchandise.

12
Cooperative Database Tactics to Manage Web Buyers
  • Optimize your Web buyers.
  • Segment catalog-driven Web versus pure Web and
    optimize them to find buyers to not mail!

13
(No Transcript)
14
Optimize Your Web Buyers
  • Segment Circulation /book Strategy
  • Catalog Generated Web Buyers
  • Opto Great 300,000 5.00/book mail more
  • Opto Good 50,000 1.40/book mail the same
  • Opto Poor 50,000 .80/book suppress
  • Pure Web Buyers
  • Opto Great 100,000 3.00/book mail more
  • Opto Good 300,000 1.20/book mail less
  • Opto Poor 200,000 .45/book suppress

15
(No Transcript)
16
Which Web buyers do you optimize?
  • Price comparison shoppers, search engine buyers.
  • Pure Web buyers (all the Web-driven source codes)
  • 1x Web buyers
  • Low-ticket Web buyers
  • Aging house file buyers
  • Web catalog requests
  • Holiday buyers
  • Weak merchandise category buyers

17
How do you use optimization?
  • Drop the Web buyers who show little or no mail
    order.
  • Find your breakeven points in the optimization
    and suppress those buyers below breakeven.
  • Change your contact frequency for Web versus
    non-Web.
  • Segment your Web buyers and requests before the
    optimization youll get better breakdown between
    profitable and poor responding segments.
  • Contact the poor performing segments less with
    catalogs and more with e-mails.
  • Consider solos, e-mails and postcards to your low
    LTV buyers.
  • Always segment Pure Web versus Catalog Driven Web
    Buyers.

18
Measuring response without source codes isnt
easy. Without matchbacks, it may be impossible.
19
Is your circulation plan healthy when you dont
capture source codes on Web orders?
  • Segment Circulation /Book
  • 0-3m catalog orders 50,000 4.00/catalog profit
  • 0-3m Web orders 25,000 .65/catalog loss
  • 4-6m catalog orders 35,000 3.25/catalog profit
  • 4-6m Web orders 12,000 .48/catalog loss
  • What are the true responses after matchback?
  • Segment Circulation /Book
  • 0-3m catalog orders 50,000 4.00/catalog profit
  • 0-3m Web orders 25,000 2.27/catalog profit
  • 4-6m catalog orders 35,000 3.25/catalog profit
  • 4-6m Web orders 12,000 1.68/catalog profit

20
How do you segment the Web buyers?
  • If you are doing matchbacks, you can segment the
    pure Web buyers by default. All the buyers who
    dont match your mail file can be pure Web
    buyers.
  • Segment by key code. Flag using pure Web
    source codes.
  • Capture source codes every way you can.
    Capturing original source codes is vital.

21
Are Web buyers buying because they got a catalog?
  • Always run a mail versus no-mail test.
  • Measure the incremental sales from receiving a
    catalog.
  • 20,000 Web buyers get a catalog. 20,000 Web
    buyers get no mailing.
  • Incremental sales are a key metric.

22
Model your Web buyers at the co-op databases.
  • If you model your pure Web buyers, youll
    understand how they are different than your
    traditional catalog buyers.
  • You may find incremental prospecting list
    universes. If the Web buyers are different,
    youll find fresh prospecting name models and
    list universes.

23
Tactics for Web Buyers
  • Change the mix of contacts and send Web buyers
    more e-mails and less traditional mail.
  • Segment 1x tryers from 2x buyers. One time
    Web buyers may be a huge profit drain. Optimize
    or reactivate them.
  • Segment low ticket Web buyers. If your lowest
    dollar segmentation is now 0-50, divide that
    into 0-25 and 26-50 and measure those low
    ticket orders. Low ticket Web orders are another
    profit drain.
  • Suppress holiday Web buyers during the
    non-holiday season. Segment your buyers into
    November December holiday buyers so you can
    read your holiday buyers.
  • Holiday buying for Web buyers starts later and
    later every year. Cyber Monday is the Monday
    after Thanksgiving so dont expect to drive it
    with an October in-home date mailing. Mail your
    best Web buyers to arrive the week of
    Thanksgiving. Give them e-mail blasts in early
    December.

24
More Tactics for Mailing Web Buyers
  • Web buyers are promotion driven. Give them
    ink-jet messages with promotional offers.
  • Web buyers love Clearance, Overstock and
    Closeout. Drive them to those landing pages
    using your catalogs.
  • Consider mailing fewer catalog pages to Web
    buyers.

25
Converting Web Catalog Requests The rules have
changed!
  • Do send the catalog immediately. First class
    mail or expedited delivery (Mail Group or DHL).
  • Send a thank you e-mail within an hour of getting
    the request!
  • Give them a promotional deal to order with the
    first e-mail. Convert them at birth.
  • Send a stream of follow-up e-mails.
  • Dont hope you can mail a Web request more than
    one or two catalogs before they fall below
    breakeven.
  • Optimize your requests at a co-op database and
    dump the tire kickers.
  • Segment by reader service, Web request, phone-in
    request.
  • Convert them in a day or a week. You dont have
    3 months to convert them anymore.

26
New Metrics for Managing Web Buyers
  • Force your organization to be channel agnostic.
    Measure on-line and traditional direct mail using
    same financial measurements -- breakeven and cost
    per order.
  • Measure total sales coming from each channel.
    Measure channel shift.
  • Measure new-to-file names by channel. Where are
    your new customers coming from?

27
Keys To Managing Web Buyers
  • Segment by channel
  • Use Matchbacks to get true results
  • Optimize your Web buyers at the co-op databases
  • Measure the incremental sales from mailing Web
    buyers.
About PowerShow.com