When it comes to customer retention, retailers make for great case studies, as they leverage data from their in-house loyalty programs and credit cards to create direct mail efforts that drive repeat store/online visits. One such type of program is the “secret sale.” Macy’s makes heavy use of this model, such as in a recent self-mailer that teases, “SECRET SALE. Exclusive savings for our best customers” (Archive code #910-171661-0609C). The discounts, which range from 10 percent off housewares to 20 percent off “fashion,” are tied to using a Macy’s credit card to pay for the purchase and presenting the wallet-sized savings card that is

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