Customer Care at Etots.Com

7 Pages Posted: 30 May 2017

See all articles by Paul Farris

Paul Farris

University of Virginia - Darden School of Business

Phillip E. Pfeifer

University of Virginia - Darden School of Business

Ichiro Vic Shiraki

University of Virginia - Darden School of Business

Abstract

The case provides the background for a hands-on data-mining exercise. The purpose of the analysis is to identify high value customers of an online retailer in order to give them VIP treatment. The exercise is described in "Identifying the VIPs at eTOTS" (UVA-M-0650).

Excerpt

UVA-M-0649

Rev. Mar. 25, 2014

CUSTOMER CARE AT ETOTS.COM

Mike Yama, marketing manager at eTOTS.com—one of the world's leading online retailers—had recently accepted responsibility for all the company's customer-retention activities. This appointment represented something of a shift in focus for eTOTS. Up to that point in its brief history, the firm had spent almost all its marketing budget aggressively acquiring customers.

The company started in Holiday 1997 with mostly “word-of-mouth” promotion and banner ads. After meeting moderate success in the Holiday 1997 quarter (the Holiday quarter included October, November, and December), the firm enhanced its scalability by investing heavily in IT infrastructure and hiring specialized IT talent. The firm also signed its first partnership deals with major portals such as Yahoo! and AOL.

In 1999, the company hired a high-profile marketing executive to lead an effort to build the firm's brand through carefully crafted TV commercials and alliances with non-competing and well-recognized companies with similar target audiences. In the fall of 1999, the company also began building a data warehouse to augment its analytical and reporting capabilities.

. . .

Keywords: marketing

Suggested Citation

Farris, Paul and Pfeifer, Phillip E. and Shiraki, Ichiro Vic, Customer Care at Etots.Com. Darden Case No. UVA-M-0649. Available at SSRN: https://ssrn.com/abstract=2974661

Paul Farris (Contact Author)

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States
434-924-0524 (Phone)

HOME PAGE: http://www.darden.virginia.edu/faculty/farris.htm

Phillip E. Pfeifer

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States
434-924-4803 (Phone)

HOME PAGE: http://www.darden.virginia.edu/faculty/Pfeifer.htm

Ichiro Vic Shiraki

University of Virginia - Darden School of Business

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

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