5 years ago
Segmentation and RFM Analysis in the World of Wine and Spirits

 Segmentation is a hot word these days, and it should be. No matter your business, one direct way to increase revenue is better communication with sales prospects. And better communication is a direct result of the granularity afforded by segmentation. In Enolytics’ home-base industry of wine, we’ve seen revenue results skyrocket six times greater than average when email campaigns are prepared with “pre-marketing” segmentation, using simple parameters like “These customers haven’t bought wine from us since September,” plus “In the past, these customers spent more than $250 per order,” plus “These customers prefer Sauvignon Blanc.” That is just