A CEO’s Guide To Catalog Circulation ’08 (Part 1 of 3)
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Identify Different Audiences
We’ve been told that “multichannel customers are the best customers.” This may have been true early in the multichannel era, but some catalogers have observed that once catalog customers shift their purchases online, customer behavior changes.
First, customers become much less likely to use the telephone or mail channels to order. Once customers are comfortable buying online, they tend to remain online. This becomes a “mystery moment” for catalogers. The belief is, these customers continue to order merchandise online because catalogs continue to be mailed to them.
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