RETAIL REVENUE GAP INDEXSM

A proven approach to identifying missed opportunities to drive revenue, engagement and loyalty with customers.

Common Profiles

We work with hundreds of clients and prospective clients each year. While every organization is unique and has its own distinctive issues, invariably several common patterns or “profiles” emerge. Below are some common profiles we see:

The Legacy Retailer

Classic “old school” retail organization still in the midst of its evolution from a store-based to digital-omnichannel mindset. Opinion still wins over data. The profile shows a program heavily reliant on blasting merchant-driven broadcast campaigns with only basic triggers in place. Nominal acquisition and personalization strategies and non-existent cross-channel capabilities…

Typical Luxury

Brand sensitivity and desire to deliver “premium” experience often derails digital effectiveness (despite digital norms accepted by their customers). This is easily seen in diminished acquisition strategies and under-cadenced broadcast campaigns as well as basic, ineffective trigger campaigns…

Progressive But Lacking

Typically, this is an organization that has experienced rapid growth and is still catching up. They have the right attitude towards digital – yet gaps remain. Dunning and Kruger feel at home here. Decent acquisition and broadcast efforts but very light on optimized triggers and personalization. The ideal demographic for SMS but somehow, they lack any substantive cross-channel focus…

IT-Driven Marketing

Another legacy profile – often catalog or direct mail heritage – solid acquisition but broadcast messages that attempt to mirror print. Heavy IT involvement (focused on integration and project completion rather than sales results) yields a myriad of features with boxes checked but lacking revenue. Limited personalization and zero cross-channel…

Brand in Transition

A brand shifting from traditional wholesale to a newer, expanding B2C focus.Seemingly content with their previous program. RGI analysis quickly exposes gaps: deliverability issues with broadcast campaigns that don’t render well on mobile, rudimentary behavioral triggers, and extremely limited personalization…

Digital Hotshot

Typically, a well-funded pure play that can afford to hire solid talent with an aggressive digital-first mindset. Doing some good things but making two common mistakes. First, they’re so focused on shiny objects (think cross-channel SMS, etc..) that they underperform in traditional broadcast (yes, boring but still represents 40-50% of any advanced program). Second, and more damaging, they can afford to buy lots of best-of-breed point solutions (and they do) – which seems great in the short-term but causes the program to plateau when integrated data, customer profiles and cross-channel orchestration is required to reach the next level…