Mailing Services
Our mailing services keep your mailing efficient, and therefore, more profitable. We do everything for you, including de-duplicating, householding and running your customers' names against the NCOA database (National Change of Address). Those who transfer data weekly simply sign up to have Parable pull their mailing list for them, saving time and effort and ensuring that the right people get the right mailing at the right time. Shipping from the printer to the nearest bulk mail center also saves freight costs.
For many years, Parable has worked very closely with "point of sale" (POS) vendors to enable a smooth weekly transfer of sales history from individual stores to the collective Parable Data Warehouse. By combining the information from stores all over the nation, Parable® members and franchises now have the ability to use knowledge gained in these strategic areas of customer relationship and inventory management.
You can understand when and how often your customers want to be contacted and what promotions would prompt their greatest response. We help you segment your customers into three categories:
- Family: These are your loyal shoppers (approximately 25% of your customer base) responsible for 80% of the sales in your store. Frequent communication influences them to buy from you more often.
- Friends: These are approximately 20% 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 45% 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 every month.
Through our unique Predictive Model, the Parable® Family, Friends and Guest Program utilizes statistical analysis to help you identify exactly who you should mail to, based on your marketing strategy. Much more in-depth than the reports your POS system may be able to produce, the Parable Predictive Model uses over 18 different demographic features to scientifically and accurately manage your customer relationships.
