brooks brothers program analysis
Upload: leadership-for-directors-vps-of-crm-analytics-in-the-greater-new-york-city-area
Post on 12-Apr-2017
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12/26/12 – 1/3/13Semi-Annual Sale Catalog
Source: MBS
Metric TYTY
Control/ Not
Mailed
TY Increment
alLY
Mailed/Contacted 520,993 549,879
Responders 47,866 36,292
Response Rate 9.2% 8.3% 0.90% 6.6%
Net Sales $12,106,464
$10,987,742 9.24% $8,187,698
Margin 60.5% 61% -0.1% 56.5%
Sales per Responder $252.92 $253.96 ($1.04) $225.61
Sales per Contact $23.24 $21.09 $2.15 $14.89
Cost per Piece $0.46 $0.72
Contr per Contact $13.60 $12.78 $0.81 $7.69
ROI $29.57 $10.68
TY list selection was TOP of 12 month RFM segmentation; LY was old segmentation
Metric TY - Postcard
TY Control/
Not Mailed
TY Increment
alLY -
Catalog
Mailed/Contacted 624,279 459,673
Responders 64,176 41,371
Response Rate 10.3% 9.8% 0.5% 9.0%
Net Sales $13,003,819
$12,279,568 5.90% $9,459,795
Margin 61.1% 61.7% -0.60% 61.2%
Sales per Responder $202.63 $201.66 $0.97 $228.66
Sales per Contact $20.83 $19.67 $1.16 $20.58
Cost per Piece $0.33 $0.57
Contr per Contact $12.40 $12.14 $0.26 $12.02
ROI $37.57 $21.10
1/4/13 – 2/2/13Clearance Postcard
Source: MBS