Panning for Gold: The Power of Customer Segmentation in Online Retailing
All customers are not created equal. The companies that excel, both in the short and long term, are those that are not only thoughtful about where they acquire customers, but also learn to quickly segment the profitable, loyal ones from the fool’s gold of bargain hunters.
Content: Article | Authors: Chris Zook, Darrell K. Rigby, Randall Hancock, Sharad Rastogi | Source: Bain & Company | Subjects: IT / Technology / E-Business, Marketing / Sales | Industry: Retail
Fighting Fire with Water – from Channel Conflict to Confluence
Some retailers are paralyzed into inaction by fear of cannibalizing their existing business; others have been tempted by potential market valuations into creating a spin-off without a coherent channel strategy; and most have been mesmerized by pure plays into thinking there is only one way to compete – on price.
Content: Article | Authors: Darrell K. Rigby, Michael O’Sullivan, Randall Hancock | Source: Bain & Company | Subjects: Marketing / Sales, Strategy