Online Retailer

Objective

A national online retailer asked us to help refine their offer and contact strategies for major marketing categories.

• Identify core buyers by marketing category.
• Identify buyers by manufacturer/brand

Execution

Daystar loaded order detail with SKU level data into the marketing database and identified buyers by marketing category. Product level buyer segmentation analysis drove a refined offer and circulation strategy for each marketing category. The most profitable catalog will mail more frequently, while the other product categories require less contact with a different type of mailing. Additionally, the brand analysis provided direction to allocate co-op advertising dollars to brand specific catalogs.

Results

• Our client adjusted its circulation strategy to mail specific buyers less frequently, saving over $3,000,000 in annual production and mailing expense.
• A custom catalog is now profitably mailed monthly to this market segment.
• Our client forecasts $3,000,000 in incremental revenue when the revised circulation strategy is fully implemented.
• They now have the ability to request co-op advertising dollars from the tool manufacturers for the production and mailing of brand specific catalogs.

Online Retailer Catalog Strategy

Online Retailer

National Non-Profit
Catalog