Opportunities to Consider for 2009

(In no particular order...)

1. Integrate cross-channel databases, linking web behavior with promotional history
2. Improve buyer definitions on house segmentation and list rental files- identifying pure web onlys vs. catalog-driven web onlys
3. Revisit testing across the board- more cost-effective creative versions, prospect sources outside of core files, contact strategies for lapsed customers and requestors, etc.
4. Launch at least three forms of auto-triggered email marketing, such as shopping cart abandonment
5. Consider replacing some of your core catalogs with smaller, less-expensive brochure-like pieces intended to bring the brand top of mind and drive the customer to your web and retail channels of business
6. Concentrate on lapsed customers with multi purchases (vs. dollar spent) who have purchased at least 1x in each of the prior 2 yrs but who have not purchased in the last 12 months; test sending them a special mailing, ie: we miss you with an offer
7. Offer customers contact preferences for method and frequency- perhaps some customers only want the first catalog of each season
8. Find one way to leverage social media for your business- it comes in many forms!
9. Revisit non-traditional advertising opportunities like space advertising and package inserts
10. Talk about how to reach the growing, affluent youth market- the traditional catalog customer base is aging
11. Consider brand/product spin-offs to increase share of wallet with your existing customers- still cheaper than cold prospecting
12. Consider mobile marketing and a dedicated mobile website, especially if you have a younger audience and/or a large retail presence
13. Offer additional payment methods: BillMeLater, Google Checkout, PayPal, etc. According to a recent article, sales increased an average 14% for retailers offering 3 or more payment methods (Website Magazine, August 2008)