I love Tommy Bahama attire. I’ve bought their pants and
belts. I have their polo shirts, t-shirts, and sweatshirts. I have work shirts,
bathing suits, and Hawaiian shirts. What I don’t have is any of their women’s
attire. So why did I receive this mailer with some very… well, er, proportioned
women begging me with their eyes to go swimming with them?
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhzrnqtt3TrPAPKi_e8VsrKgSF21izb5NpuvDV7CrySmRf3lwa-S1spJaPTdGvcLMV3eVIlcvyGQN2SK3iwPRku1_C7NA7tA9nxMIZACaRzOZwNQShuK1zub1XPN436D_MX-aB0s4F9x_1E/s1600/201404011241_0001-1.jpg)
Some direct marketing professionals might suggest that, perhaps,
Tommy Bahama used a Big Data method as part of a growth strategy to try to
bring in new purchasing behavior. Maybe we have credit card purchase data
suggesting we buy things for our female significant others. I would be able to
accept such a hypothesis if we were new customers. However, we both have years
of purchasing behavior and we were identified by our customer number on the
self-mailer. My hypothesis is that the merchant sent the same self-mailer to
most or all of its customer base.
Lesson: Use your
customers’ purchase history to your advantage. Target offers to customers that
demonstrate a likeliness to make an incremental purchase.
P.S. As I write this, I am wearing a Tommy Bahama men’s shirt.