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商品編號: 9-516-083 出版日期: 2016/05/23 作者姓名: Teixeira, Thales S.;McAra, Sarah 商品類別: Marketing 商品規格: 19p 再版日期: 2018/01/08 地域: Washington 產業: Apparel industry;E-commerce industry;Retail trade 個案年度: 2014 - 2015
商品敘述:
In February 2015, zulily co-founder CEO, Darrell Cavens faced a major challenge in his business, a Seattle-based daily deals site that catered to moms. The more he spent to acquire new customers, the less he retained them in the form of repeat purchases. This was an entirely new conundrum in the company. Up to that point, customer repeat purchase rates had been incredibly consistent. Cavens and his executive team had just discovered this adverse dynamic and needed to resolve it as soon as possible. What was causing the decline in repeat purchase rates? How should Cavens resume new customer acquisition in order to return to the company''s previously higher level of growth?
涵蓋領域:
Advertising;Customer relationship management;Customer satisfaction;Digital marketing;Strategy;Technology and analytics;Web-based technologies
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