Why is everybody talking about customer counts — the number of customers coming into the database, buying for the first time, buying again, fading away and leaving — these days? Digital advertising metrics say that our campaigns are working. Our metrics suggest the same is true for our direct marketing efforts. Yet, the company reports a flat or shrinking top line. This dilemma has retail CEOs and marketers rethinking how they let profit and loss (P&L) statements guide their marketing and their customer relationships. It’s a dated, inflexible approach that is costing many retailers dearly at a time when they can least afford it.
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