Zippos to Re$pectfuls - What kind of online shopper are you?
Stats: Free Shipping Delivers Online Customers includes some new categories of customer behavior that range from shoppers who zip around the Web, but who purchase little and are not retainable, to Re$pectfuls, who are high spenders with high retainability.
On first glance, it might appear that Zippos could be ignored in your marketing efforts, but further inspection shows that these folks are very likely to use the Web to research offline purchases. This makes them an excellent target audience for high-involvement customer purchases, which generally carry high margins. (I suspect there may be a few sneezers in the group, as well.)
Considering your customer mix in the context of Web buying behavior will help you create the offers that will be most effective to each customer.
