Develop direct response communications campaign

Assignment Help Science

Reference no: EM133950150

Question

PetSmart has a lengthy database of their customers' names, home/email addresses and mobile numbers. As a thank you gesture, they would like to recognize their "best" customers with a $100 gift card, redeemable at any of their retail locations. Unfortunately, they do not know who their best customers are. Specifically, you must:

Develop a descriptive RFM ranking from "1 to 5" that identifies PetSmart's best to worst customers based on their Recency, Frequency and Monetary Value (spend).

I.e "A customer with a 5 ranking for recency is ..."

You are not expected to do a detailed RFM analysis.

Classify and highlight which scores (ranging from 555 to 111) will reflect the Best, Middle and Worst PetSmart customers. You must support your selections and they must be reasonable.

1. Develop a direct response communications campaign that reaches out to the best PetSmart

2. Customers.

- What direct media (direct mail, email, text, DRTV, ...) would you use?

- Why is this choice the best fit for the customer?

- How would you get the customer to respond?

Reference no: EM133950150

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