Jim answers questions from fellow Drillers

(More questions with answers here , Work Overview here , Index of concepts here )

Topic Overview

Hi again folks, Jim Novo here.

HIgh end hardgoods. One of the most difficult retail categories to deal with from a customer retention perspective, both offline and online. Only vehicles are tougher. In some ways, the category can be easier online, but perhaps not for a single local store due to competition. So what’s the best way to attack the repeat purchase peoblem? Focus on where you have the highest likelihood of success – 2nd purchase Latency . Ready for the Drillin’?

Q: I loved your book, thanks. Armed with it, I feel like I can achieve much more than most small retailers in terms of CRM.

A: Thanks for the kind words!

Q: I have a question though. I sell relatively high-priced furniture and design items, and as this is our first year of business, our inventory is pretty small. As a result, my Frequency totals range from 1 to 4.…