overstockArt.com CEO, David Sasson, posted a new article today on Practical eCommerce titled: Focusing on the top 20 percent of your customers.
The article tries to explain how online retailers can utilize segmentation based on buying behavior to grow sales to the top 20% of their customer base.
David, off course, is talking from experience. overstockArt.com created a “Top 20” marketing initiative to cater to the Top 20 Club and try and turn more of their long tail to Top 20 shoppers.
The project is ongoing and will go through many changes and tweaks, but in general it has proven itself a resounding success:
“We are now able to hone our limited funds towards the type of people and businesses who can become part of our top 20 club.”
Read the entire article including real-time stats here: