Kevin Hillstrom: MineThatData

Double-Dip Season

As you likely know, in most cases you WANT to acquire a new customer in September or October.

Why?

You get to double-dip.

When you acquire a customer on December 13, the customer is "done". The customer might purchase clearance products in January and might buy again in Spring (but probably won't buy again in Spring). From there, the customer largely goes dormant until the following November/December.

When you acquire a customer on October 13, the customer is "not done". When the customer is most likely to buy for a second time (the first ten weeks after a first purchase), you present the customer with November / December ... two months of amplified response. The customer quickly becomes a 2x buyer, and from there the customer is on the path to loyalty.

One of the easiest ways to build a loyal customer base is to acquire customers in Sep/Oct then send trigger-based email campaigns to customers through December to rapidly generate a second order. Many companies do this, it's highly effective, and it's highly profitable.

So go do it!!

Working With A Great Partner

When I worked at Eddie Bauer, I was part of what was called the "Catalog Business Team" ... CBT. It was our job to execute the catalog and ecommerce marketing, merchandising, inventory, creative, and operational team plans. Not being Lemonheads, we took our mandate further. We acted like we owned the catalog/ecommerce division, for good reason of course, because if we messed up, we were fired. Best to be fired setting the tone rather than following marching orders.

I was responsible for catalog marketing and analytics. My inventory partner was the best. We made the company a ton of money by working together, partnering on what our business / sales plan would be long before anybody else paid attention. By doing that, we had a solid plan when the Executives chose to pay attention. They nibbled around the edges of the plan, but the plan was truly our plan.

The most profit the catalog/ecommerce channel ever generated happened on our watch.

We partnered on dictating the merchandise assortment we'd feature in catalog and online. Back then the catalog drove everything, today it would be quite a different story. Let's pretend that last year's October catalog had the following composition.

24 pages of mens existing merch.
24 pages of mens new merch.
36 pages of womens existing merch.
36 pages of womens new merch.
8 pages of home.
8 pages of womens tailored merch.
136 pages total.

I would determine how many pages we could profitably mail next year, based on last year's productivity. Let's say I could only author 120 pages. My partner would go back and optimize performance of each category above based on last year's productivity, yielding a plan that might look like this.

16 pages of mens existing merch.
20 pages of mens new merch.
40 pages of womens existing merch.
36 pages of womens new merch.
4 pages of home.
4 pages of womens tailored merch.
120 pages total.

From here, I'd calculate the expected productivity of the pages. Fewer pages means less sales but better productivity. I'd calculate "merchandise productivity" ... showing that my partner's optimization resulted in each page being 10% more productive. Sales would decrease, but each page was more profitable. This allowed me to circulate deeper, converting more customers.

Last Year: 3,000,000 catalogs at 136 pages, sales = $20,000,000. Demand per Thousand Pages Circulated = $49.02.
Next Year: 3,500,000 catalogs at 120 pages, sales = $22,320,000. Demand per Thousand Pages Circulated = $53.14.
Demand/Sales would be +12%, ad costs would be +3%, profit would increase by $700,000.

We replicated this for every catalog we'd mail, we'd adjust merchandise productivity and give direction to the nascent ecommerce team, our plan would fold into plans for the call center, the distribution center, for inventory buys, and it would give direction to our merchants and creative team.

There were two teams that generally argued with the plan.

The merchandising team.
The creative team.

The merchandising team did not like constraints ... constraints like "16 pages of mens existing merchandise". They wanted 32 pages. My partner and I would run the scenarios for everybody, showing how much sales/profit we'd give up adhering to their direction. To some extent this happens at every company, but disciplined companies push back when the merchants want "more".

The creative team did not like constraints. They wanted eight pages for "branding". No selling. We'd explain that was like flushing $80,000 of profit down the toilet. We'd ask the creative folks if they wanted to explain their ideas to the CEO. They didn't want to explain their ideas to the CEO.

There's nothing that destroys the profitability of an old-school catalog division like a creative director who wants to explore "branding".

But when you have a great business partner ... and the two of you work in lock-step ... you can achieve record profit.

Within a year I'd leave to work in the dot-com world (what ultimately became the 'retargeting' industry), watched my stock options go from 78 13/16 to 1, then accepted a job at Nordstrom, where I again had great partners (the merchant/creative person and the inventory person were both very good).

There are few things in business more enjoyable than working with great partners who have facts and work in lock-step with you to achieve great things ... and then great things happen.

Life of an Item

In case you are wondering why I'm talking about items / merchandise more often, this is a process that happens every 3-5 years. Business doesn't go the way we want it to, we focus on merchandise for awhile (which often fixes the problem), then we get away from merch and focus on marketing channels until marketing channels don't work great (usually caused by merchandise problems) ... and we repeat the cycle.

We're always repeating the cycle.

Sometimes our merchandise assortment gets stale. It happens to every company. It's during the "stale periods" when we dig a bit deeper.

Let's pretend you measure how much items sell by year ... let's pretend you've analyzed the dynamic for items you've offered for at least four years. You see the following.

Intro Stub Year = $50,000 per item.
First Full Year = $75,000.
Second Full Year = $38,000.
Third Full Year = $19,000.
Fourth Full Year = $9,500.

The item essentially generates $191,000 over the stub year and first four years. You don't have unlimited warehousing space, so when an item dips below, say, $15,000, you discontinue the item and find something new. This means the life of the item is the stub year plus three full years.

Once you have a framework, you can identify the items in your assortment that are at the end of their life. You can communicate with your merchants that your customers need newness.

This is the point in the discussion where somebody will raise their hand and offer me advice:

"I work in marketing, and I shouldn't have to deal with merchandise performance, that's why we have merchants. I should be allowed to focus on marketing."

Oh my little grasshopper.

Have you ever noticed that when business is off by 5% the Finance Team and the Merchant Team start asking questions about marketing? I notice it. It happens. All the time. It's happened for the thirty-six years I've been in this business. Marketers are constantly being fired for merchandising sins.

Checks and balances are important. You do not want to be held accountable because your merchandising partners held on to old products too long. Measure the life of an item, and focus on communication when you notice that products are aging, potentially harming customer response.

Assortment Age

If you want to understand if your customers are being impacted by your merchandise assortment, you can run my comp segment metrics (obviously) - you can run my Class Of Reporting (duh).

You can also measure what I call "Assortment Age".

Take every item a customer purchased in September, and for those items calculate the number of months that item has been available to be sold. If it were introduced fifteen months ago, the age of that item is 15 months. Perform this for every item you sell.

Compare September 2026 to September 2025, to September 2024. What is the average age of the assortment the customer purchased?

You might see something like this:

2026 = 13.2 Months.
2025 = 18.1 Month.
2024 = 13.6 Months.

The 2025 metric should set off all sorts of alarm bells.

There are a thousand reasons why an assortment ages or is immature. It's nearly impossible to balance the metric perfectly, teeter-totter style. Sometimes your assortment needs to be rebuilt and the assortment will be artificially "young".

If you have a month where results aren't ideal, go look at your merchandise assortment, calculate Assortment Age, and see what it tells you.

Email Messaging to Non-Fans

One of the challenges of ecommerce-in-a-box is that you work so hard to piece together a credible vendor solution (i.e. Shopify) that you don't stop to ask yourself how the customer sees the experience.

Example?

Friday Pickleball.

I was on the ground floor, watching their funny videos years ago.

I've spoken with the guys at a pickleball tournament. If you've never been to a PPA Tournament in Mesa (or elsewhere), by all means, open up your wallet and enjoy. You might see the guys there.

My wife paid $ to be coached by Kyle Koszuta. I've forwarded his videos to my audience at Pickleball Mathlete. We've watched him battle the pros in early rounds on Pickleball.TV. We've enjoyed watching Rachel Rohrabacher battle the best in the business, using their paddles as their first signed pro.

We took their Pickleball Personality Test.

We watched those guys as they changed their lives, moving to Phoenix to grow their careers.

Last week, I needed a new paddle ... I bought the Friday Aura to help protect my arm from tennis elbow.

You'd likely say I'm a "fan".

Their ecommerce-in-a-box solution doesn't know that. They've sent me two ecommerce-related messages since.

Please Become An Affiliate Marketer For Them.
The Message Below.

I just bought a paddle, and NOW you're going to tell me you'll help me find the right paddle?

Mind you, this doesn't change anything because I'm a fan. I'm with them.

The message is for you, it's illustrative for your business. The vast majority of your customers are not fans. Nope. Those who aren't fans don't want a "customer relationship". They want you to fulfill a want/need they have at a point-in-time. Telling them you can solve a problem hours after they purchase thinking they've already solved the problem is counter-productive. It's especially counter-productive because you are a small/scrappy brand using Shopify / Klaviyo so you can compete/beat somebody like Macy's ... only to have ecommerce-in-a-box fail you.

Again, I love what the Friday Pickleball folks are doing overall - I'm a fan, so I'm not going anywhere. Most of your customers are not fans, so the rules for those customers are different. Your messaging should reflect that fact, it needs to be more "on point" if you will.