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Macy's, like many other retailers cuphead, has traditionally spent 85% of its marketing budget on driving sales. For immediate ROI, each outbound communication is measured individually. However, they have recently begun to take a more comprehensive approach, focusing on lifetime value and their most profitable segment, the "fashionable spender." This team scours the company for behind-the-scenes information on the runway, the newest clothing lines, and aspirational fashion content. The metrics have also shifted. Macy's began evaluating customer engagement over time and platform rather than per marketing message per day. What were the outcomes? Customers in the top decile increased digital engagement by 15%, cross-shopping by 11%, and sales by 8% in the previous year.