Hillstrom's Merchandise Forensics

When certain new items emerge as potential winners, the marketing team must respond by giving these items featured real estate in email campaigns and landing pages, even the home page for that matter.

2. New merchandise is really important. Those who develop new merchandise today will reap marketing success two or three years from now.

Items simply do not graduate to high productivity status, items achieve their potential quickly, then begin their slow decay.

free to define your own "comp segment" however you like,

3. Those who measure merchandise productivity learn more about the health of their business than those who measure marketing campaigns.

A comp segment analysis, based on annual performance, allows us to clearly see how a comparable group of customers performs, averaging out all of the noise of individual marketing campaigns.

freeze the file as of exactly twelve months ago. Then, I identify all the customers purchasing exactly two times in the year prior to that. Finally, I measure how these customers performed in the next twelve months

"draft and develop" methodology that I call "Merchandise Forensics

demand generated via promotions. This is such an important way of looking at a business,