A CEO’s Guide To Modern Catalog Circulation, Part 2 of 3

In the second installment of my three-part series on the evolving role of catalog circulation in today’s multichannel environment, I’ll continue my discussion on the types of audiences catalogers must segment by examining online-only customers and lapsed customers (those who haven’t purchased in more than a year). These two audiences comprise my second concept of audiences. Last week, I identified those customers who always order via the phone/mail channel and those who’ve purchased both online and via the phone/mail during the past 12 months.