Despite the absence of a scheduled co-presenter from JCPenney, InfoWorks senior vice president Brad Rukstales offered insight into how retailers and catalogers can segment transaction, demographic and attitudinal data to make appropriate offers to specific customer groups.
Rukstales offered the case of a marketer that had seen a 1.3% decline in the total number of customer households in its file. The company had seen a 7.8% increase in the number of former customers that had chosen not to come back to it, a 12.2% drop in new customers and a 4.9% decline in its efforts to reactivate formerly lapsed clients.
Rukstales advocates customer segmentation as a way to increase a database
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