Charles de Gruchy, Brooks Brothers Customer Retention program design 042814

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Leadership for Directors | VPs of CRM & Analytics in the Greater New York City Area

Retailers are always challenged to increase retention rates and the profits that grow along with it. We tested several options but this delivered the best for the simple reason that it integrates across all media and is built on known business values, e.g. our best customer profile, etc.

Business

BROOKSBROTHERSMODEL
MID STAGE
ATTRITION
EARLY STAGE
ATTRITION
1X BUYERS
DOWNWARD
MIGRATORS
SEGMENTFILE
Model and identify
customers for digital contact
Launch display
media campaign
Test plus – Direct
Mail
TRADING AREA
Associate outbound
Beacon
Display Direct Mail EMail
Test plus – EMail
TRADING AREA BASED INTEGRATED RETENTION PROGRAM DESIGN
TRADING AREA
Associate outbound
TRADING AREA
Associate outbound
SITE – RealEstate/Monetate

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