Protect Trust
How do we reach, educate, and convert the buyer at the speed of inspiration?
Audience Map
The catalogue print spend is still defended on instinct. Open rate is visible; per-saleId revenue contribution is not. Conversion stays flat while CAC climbs. The three primary consumer segments (pulled from §2 of Grow Demand — not re-derived) are the audience map:
Segments
- The Weekly Stock-Up — primary basket revenue. Catalogue + email club + in-store signage are the touchpoints. Reaches via printed catalogue distribution (mailbox drop) and digital catalogue surface.
- The Treasure-Hunt Discovery — discretionary. Email-club is the highest-relevance channel; printed catalogue serves but is less effective per-impression.
- The Catalogue Reader — premium audience. Email-club and printed catalogue are equally critical; saleId timing matters most for this segment.
This map is identical to phase6-grow-demand.md §2. Marketing does not re-derive — Marketing uses.
Berley Trail
The asset stream that pulls audiences through the funnel toward a Crackerjack visit — 4 asset types, cadence, owner:
Asset types
- Weekly digital catalogue (saleId publication) — cadence weekly/fortnightly. Owner: Marketing Lead.
- Email-club newsletter — cadence weekly aligned to saleId publication. Owner: Marketing Lead. Open rate ≥18% target.
- Printed catalogue distribution — cadence weekly/fortnightly mailbox drop. Owner: Marketing Lead. Cost line: largest in marketing budget [INFERRED].
- In-store signage and Was-Now-Save tag system — refreshed per saleId. Owner: Store Managers + central Marketing.
Conversion gap: None of these 4 assets is currently attributed to revenue at the saleId × SKU × store level. Stage 1 UC2 ships this attribution.
Channel Mix
Three channels with audience evidence. The channel that pays for itself is the one with attributed click-through and conversion data — Stage 1 UC2 makes all three measurable.
Channels
- Printed catalogue — highest-evidence audience reach via mailbox drop. Audience: Weekly Stock-Up + Catalogue Reader segments. Cost: highest budget line.
- Email club — opt-in audience, HIGH-quality leads, lower per-impression cost. Audience: Catalogue Reader + Treasure-Hunt Discovery. Open rate baseline established; click-through is the open-rate test.
- Digital catalogue viewer (on-site) — destination channel. Audience: digital-active subset of all 3 segments. Conversion measurable once UC2 attribution ships.
Content Calendar
First 30 days — 4 dated rows. By Week 3 the post-saleId meeting becomes the first attributed-ROI conversation in Crackerjack history.
Calendar — Pick the cycles, ship the cadence, publish on schedule
- Week 1 — Day 7 — saleId #1 launch (current next cycle); email-club cycle #1 with Stage-1-tagged attribution metadata. Owner: Marketing Lead.
- Week 2 — Day 14 — saleId #1 mid-cycle check-in (manual today, instrument-aided next cycle); email re-engagement at Day 10. Owner: Marketing Lead.
- Week 3 — Day 21 — saleId #2 launch; email-club cycle #2 + saleId #1 attributed ROI review meeting (Marketing + Buying joint). Owner: Marketing Lead + Buying Lead.
- Week 4 — Day 28 — saleId #2 mid-cycle + saleId #3 planning starts; saleId #1 post-mortem digest to Owner + CFO. Owner: Marketing Lead.
Conversion Path
Four stages with done-when. Each stage has an evidence-based completion test. Pick the test; publish on schedule; ship the measurement substrate behind it.
The path
- Awareness — printed catalogue distributed OR email-club newsletter delivered. Done-when: open rate ≥18% (email-club benchmark) or weekly distribution complete (printed).
- Interest — digital catalogue viewer engaged + email-club click-through to product page. Done-when: click-through ≥3% on featured SKUs; page views per saleId measured.
- Decision — store visit + basket build. Done-when: basket-build conversion measured by saleId at POS (Stage 1 UC2 attribution).
- Loyalty — repeat-cycle email club + treasure-hunt experience. Done-when: email-club retention ≥80% quarter-over-quarter (Stage 2 work).