Online Retailer Catalog Strategy

Objective

A major online retailer presented Daystar with two challenges:

• Improve the catalog's circulation plan for web buyers
• Identify non-responsive web buyers

Strategy

Initial Daystar analysis indicated that we could place web buyers into two distinct categories: [1] “mail order responsive” web buyers and [2] “pure internet” web buyers who don’t respond to catalog offers. Overall, our approach was to refine the contact strategy for each category.

Execution

Daystar loaded five (5) years of promotional data into the marketing database and identified over 215,000 “pure internet” web buyers — those customers who purchased on the web prior to receiving a direct mail promotion. Further analysis identified weak response to mail order promotions among these “pure internet” buyers. This analysis began development of a more refined contact strategy for each web buyer category.

Results

Turning data into actionable information, Daystar allowed our client to completely readjust their circulation strategy: now they mail less frequently to “pure Internet” buyers. As a result, they were able to reallocate over $1,000,000 in advertising spending to promote their tools and hardware line to more responsive customers.

Online Retailer Catalog Strategy

Online Retailer

National Non-Profit
Catalog