Brooks Brothers Credit Marketing - Welcome Program Design by Charles de Gruchy

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

The credit program when I started working on credit had not welcome program. Not surprisingly this is one of the key projects we began working on. Andy Scott and Dorothy Eubanks were key partners in this effort.

WELCOME MULTI TOUCH
DECISION TREES
• 09/20/13

PMC CREDIT CARD WELCOME/ANTIATTRITION DECISION TREE
Account
Open
Welcome
Package
Plastics
Created
2-days Plastics
Inhome
3-days Pre
month
end
Plastics
Mailed
7-days
1 2
3
Usage offer
31
days
PURCHASE
NO PURCHASE
Brooks total
mail stream

PLCC CREDIT CARD WELCOME/ANTIATTRITION DECISION TREE
Account
Open
Plastics
Created
2-days Plastics
Inhome
3-days Brooks mail
stream
Plastics
Mailed
7-days
1
2
Usage offer
20
days
PURCHASE
NO PURCHASE

3
ACTIVATION – WELCOME PLCC CARD CARRIER – TOUCH 1

4
ACTIVATION – WELCOME PMC CARD CARRIER – TOUCH 1

6
ACTIVATION – PLCC TOUCH 2 AND PMC TOUCH 3

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