You are the marketing director of a multichannel retailer selling clothes for children up to age 13. These are high-end products, with an average order of $100 plus. You sell through retail, catalogs and a web site. Although you have a lot of transactional information about your customers (products purchased, am0ount of purchase, purchase date and historical customer/order data, you don't know very much about the demographics of your customers.
Up to now, the catalog has only been mailed using response lists of direct mail buyers of similar products. You have exhausted the list choices, and must make some decisions about going beyond response lists and testing new lists for your next mailing.
The questions that you need to answer are:
1. How would you learn about the demographics of your customers?
2. Specify what you believe would be a good target market and why.
3. What other kinds of lists would you test, beyond existing customers and the sources that have already been used? ? Be specific in how they relate to your target market.
4. What list segments would you test in the next mailing?
5. Can you find lists that include postal address as well as e-mail address to execute a multichannel marketing campaign? Provide a specific list vendor who might be able to provide the lists necessary.