E-Commerce Link: Smoothing a Bumpy Ride
3. Low frequency. Sellers of furniture, diamond jewelry, hiking boots with 20-year guarantees and wide-screen televisions are unlikely to see customers return to replace those items any time soon. But these merchants aren't off the hook.
To lure big-ticket purchasers back, focus on complementary items. Buyers of sofas aren't going to be interested in another one-but they might buy decorative pillows, throw blankets and rugs that match their recent purchases.
The First Step on the Loyalty Journey
By combining these segments to match their customers and their businesses, merchants can expand their e-mail arsenal, moving away from the "batch and blast" method and toward delivering personalized messages that have unique relevance for their shoppers. Already a reliably profitable business, e-mail that's targeted can drive even higher ROI and provide compelling proof that focusing on loyalty is a winning strategy that can smooth out the bumps caused by economic uncertainty, slowing market gains and seasonal swings.