|
While functional categories, such as wall décor, statues and furniture, are maintained, additional layers have been added. Hansen now tracks the style, such as Egyptian or Gothic, and the genre, such as fantasy or religious. Hansen's next project is to tackle customers who've purchased across these various categories and assign them a score based on their likelihood to buy from an e-mail targeting one specific category or a versioned catalog mailing.
While segmentation at this level has its benefits, it's not without its challenges either. At press time, Design Toscano has one vendor that manages the customer database with transaction history and another that handles the analytics to produce the predictive models Hansen uses to create her versioned e-mails.
But as noted earlier, the increase in electronic sales is enough to drive Design Toscano to seek out new ways to give each customer a unique message.
Matt Griffin is a freelancer writer based in the Philadelphia area and former associate editor of Catalog Success.
Page 1 | 2
|
