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Are you profitably reactivating your dormant customers?

Every marketer knows intuitively how incredibly valuable their customer base is, but you need to be able to accurately quantify that, and then be able to cost effectively cultivate it. Earlier this year, Gartner stated that 73 per cent of chief marketing officers (CMOs) report they will rely on existing customers to fuel growth in …

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Effective acquisition channels for multi-channel retailers in 2021

In our latest Retail Leaders Forum, we asked multi-channel retailers to share their customer acquisition highlights from what has been a turbulent 12 months to say the least. Here’s what they had to say.  Direct mail is a direct success  Direct mail is traditionally regarded as one of the more expensive acquisition channels, but one …

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Why the post-Covid retail market is ripe for IPOs

Interest in retail is steadily returning following a slow recovery after the pandemic, which has boosted confidence in the retail market. However, during the pandemic the retail industry was drastically altered resulting in many retailers migrating online. While this move to online was a leap of faith for retailers, it led to rapid growth among …

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Evangelists for change

Some of you will feel like today’s posting is being written specifically about you and your experiences. But the topic is universal. Twice in the past month, I had clients tell me that they could not do something or feared doing something because they knew their customers would not approve. I asked them how they …

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Some channels yield really, really lousy customers

Think about it this way. A football team drafts players, and those players are not great players, so the football team goes 5-11 for a few years. What happens? The coach is fired. The General Manager responsible for the awful outcome is fired. The new coach and GM have to live with these players for …

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When merchandise caused customer development problems

We’ve all seen it happen. The new CEO comes in, and s/he has a vision. “We’re gonna modernize this stale assortment, make it trend-right, relevant, engaging, immersive.” The Executive offers us a word salad. Within six months, the old merchandising team disappears (“We want to thank Rhonda for her contributions and encourage her as she …

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