Multibuyer

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Multibuyer

A customer who appears on the client lists of two or more companies. Multibuyers may be more likely to buy new products than others.
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While "multi-buyers" can be an effective strategy, there is a better way to spend your limited dollars.
(2006) studied a two-level supply chain with single-manufacturer and multi-buyers and incorporating the procurement decision; however, the manufacturer is considered to be a single machine and every buyer orders a unique product.
Some researchers extended it to cover single-vendor and multi-buyer problems (SVMB).
In Table 2 there are two other lists: Catalog Requests consist of the results from sending the catalog to those who have asked for one during the current year's operation, and Multi-Buyers, which consists of the names of those that have purchased more than once.
Whether you're mailing 10 letters to cross-sell to your best customers, 50 cards to convert first-time buyers to multi-buyers, or thousands of pieces to ferret out qualified prospects, it's all direct mail--as long as it's measurable and accountable.
For example, if you've assigned a higher priority to continuation lists, the continuation lists have a much better chance of being successful because they get assigned all multi-buyers when matches against test lists occur.
The easiest solution is to assign an equal priority to all outside lists so that the multi-buyers are equitably distributed to each list.
Second, upselling and cross-selling efforts not only increase average order size, but also help retain customers by turning single-buyers into multi-buyers and upping their involvement with the company.
* Solid multi-buyers who buy regularly from your catalog.
However, this recent transaction does qualify them as multi-buyers - a quality worth investigating.
White admits that in the early days all the catalogers were chasing multi-buyers, whereupon we were "hitting a wall in terms of universes we could supply," since they were mailing the same number of names every time.
It's better to convert as many people as possible into multi-buyers today than to watch their response rates drop by half each year!

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