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Mail Order Basic Structure for Brand

In: Business and Management

Submitted By Hazell
Words 413
Pages 2
Mail Order Objectives

Deliver brand and product strategy/direction to internal customers setting out clear objectives and targets.

Work closely with other business functions to help evaluate new ideas and initiatives across:

* Customer Retention/Loyalty - Main catalogue strategy, leaflet/supplement, billings, promotions and e-com.

* Customer Recruitment – Trial and test different channels, ‘new customer’ programme.

* Product Strategy and Range Planning – historical analysis and future estimates.

All the work undertaken is to support the profitability and integrity of the business.

Marketing Support

Developing marketing plans, seasonal campaigns and promotional calendars.

* Publication analysis: KPI performance, segmentation, timing, offer, incentives (retained file, promotional, new customer mailings).

* Develop briefs to buying & merchandising, marketing, call centres and the publications/creative team.

* Develop strong promotional offers tailored to maintain a strong customer relationship.

* Help produce and implement marketing campaigns and promotional plans, covering retention/loyalty and recruitment of customers.

* Main book supported by targeted mailings – timings, product mix, customer segment, seasonal calendar.

* Translate the marketing plans into phased demand for the business, which can be forecasted and monitored.

* Help develop your customer retention, reactivation and new customer acquisition programmes.

* Help recognise and understand the customer that drives sales and profit and provide a framework for them to develop their shopping repertoire within your brands:

* Improve loyalty, trading rates, AOV and AOF * Develop and build on current/proven strengths * Understand weaknesses * Explore new ideas

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