Hillstrom's Email Marketing Excellence by Hillstrom Kevin

Author:Hillstrom, Kevin [Hillstrom, Kevin]
Language: eng
Format: epub
Publisher: Kevin Hillstrom
Published: 2012-11-01T00:00:00+00:00

My favorite example of this was when I was the circulation director at Eddie Bauer, back in 1999. Our merchandise productivity declined by between 3% and 5%, and yet, we produced a year with record profits in the e-commerce/catalog division. Why? Well, we able to fix all of the other aspects of the business that were broken. The inventory executive under-bought (meaning if 100 units were forecast to be sold, she purchased 95), eliminating a persistent over-stocked situation. I trimmed a ton of unproductive catalog circulation, allowing us to generate more profit on lower net sales levels. The e-commerce executive found ways to increase conversion rate on similar traffic levels. And contrary to all best practices, we tacked on an additional $3 handling fee on all shipments. Customers hated this … but didn’t change their purchase habits.

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