Database Marketing

Parable leads the Christian retail industry as the first to implement data-based marketing. Using information from sales transactions and sophisticated technology, we can identify those customers who are most likely to respond to direct mail. With this information, Parable helps you create a complete marketing plan based on your individual budget and goals. You can understand when and how often your customers want to be contacted and what promotions would prompt their greatest response. Fewer pieces are mailed, so your return on investment is huge compared to a blanket mailing of an entire list!

We help you segment your customers into three categories:

Family: These are your loyal shoppers (approximately 35% of your customer base) responsible for 80% of the sales. Frequent communication influences them to buy more often.

Friends: These are approximately 15% of your active customers and they generate 10% of your sales. Since "Friends" shop with you periodically, promoting to them more often will help turn them into "Family."

Guests: These constitute approximately 50% of your active customer base and yet they generate only 10% of your sales. They may be vacationers or seasonal shoppers; therefore, though it is important to remind them of your location and your products, it is economically unwise to invest promotional dollars in them more than 1-2 times per year.

This unique model called Family, Friends and Guests was created by circulation planners and utilizes statistical analysis to identify exactly who you should mail to based on your marketing strategy. This mailing model uses over 18 variables to scientifically and accurately manage your customer relationships. It is much more in-depth than the reports your POS system can produce.