The Challenge

Accurately attributing retail sales to the marketing spend that caused the sale has always been a challenge. One such case is exemplified by The Vermont Country Store. Our challenge was to help VCS derive a deeper understanding of consumer behavior across channels to support marketing experimentation that would cause dramatic effects on business performance.

The Solution

We deployed our I-Dentify web matchback process. I-Dentify isn't just a process and reporting system; it's a tool that provides insight into the impact of alternate contact strategies on both sales and profits. As such, The Vermont Country Store can make more accurate decisions on mailing depth of its web customers.

The Result

Since they've implemented I-Dentify, The Vermont Country Store is making much better list and segment mailing and contact decisions, and they are now in a position to do some sophisticated cross-channel contact testing. Specifically, they have:

• - Learned the true demand generated by catalog mailings to rented lists, inactive buyers, and particular buyer segments like Internet-only customers
• - Determined how much Internet "browse" demand is generated by catalog mailings
• - Learned the value of Internet programs like affiliate marketing and search marketing
• - Been able to better allocate sales across their multiple mailing titles