The Retailer's Guide to Cross-Channel Success
Dear Dr. pROfIt
By Kevin Hillstrom
About Kevin
Kevin Hilstrom is president of MineThatData, a consultancy that helps CEOs understand the complex relationship between advertising, customers, products, brands and channels. His clients include billion dollar retailers, international direct marketers, publishers, catalog brands and online pure-plays.
Prior to founding MineThatData, Kevin spent nearly 20 years in multichannel retailing at some of the most well-known brands in the U.S., including Nordstrom, where he was the vice president of database marketing, Eddie Bauer and Lands’ End. Kevin is also author of numerous books, including his most recent, “Online Marketing Simulations,” available at Amazon.com.
Creating Positive Customer Experiences
The Value of Pouring It On
Jul 19, 2010What if you were able to use the energy of really caring? What if in the workplace you could consistently...
Merchandising Musings
Merchandise as Kindling!
Jul 26, 2010This summer, why not chat about the strength of your merchandise’s kindle factor and see if there aren’t ways you...
Return on Intelligence
What You Can Learn From the Way Old-School Retailers Do Business
Jul 19, 2010There's a lot to be learned from your old-school retailer. From trial and error, I've learned and hopefully taught the...
Measuring the Value of Affiliate Marketing
How do I convince my boss that affiliate marketing is necessary and important, providing a significant return on investment?
Read More >>
Sections:
 |
A 5-Step Process to Forecasting Sales
The beauty of this process is that you can change new customer assumptions, customer retention assumptions and/or spend per customer assumptions to see what impact the assumptions have on the future of your business. You can identify a path that leads you to the sales figures that management is looking for.
Read More >>
Sections:
|
Are Multichannel Customers Truly the Best Customers?
In the past decade, the number of channels available for consumers to interact with a brand has grown exponentially. However, retention rates and spend per customer - two of the most important metrics analyzed by businesses today - haven't improved.
Read More >>
Sections:
|
Kevin Hillstrom's Dear Dr. pROfIt: Finding the Optimal Balance in Your Merchandise Assortment
It turns out that consumers don’t necessarily buy more merchandise just because you offer them more merchandise. Consumers tend to have a “budget,” if you will. In other words, customers are only capable of spending so much on any family of merchandise categories, regardless of how many items or SKUs you choose to offer.
Read More >>
Sections:
|
Kevin Hillstrom's Dear Dr. pROfIt: Planning Holiday Sales Forecasts
Holidays have a way of chopping off the sales tail. Often, you'll see sales increases early in the week, only to see those sales rapidly decline in the days leading up to the holiday. Sales seldom rebound in the days following a holiday. Try creating a new event to generate interest, as holidays cause customers to shift focus from the old event to the holiday.
Read More >>
Read More >>
