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

2. Lapsed customers. This audience hasn’t purchased in more than a year. Mail and holdout groups help one decide the appropriate strategy for marketing to this group.

The performance of each audience is likely to be very different, and what motivates each audience to purchase is very different. The phone/mail customer may be an older or rural customer. The online customer may be younger and suburban. These differences in demographics require different marketing strategies, even different catalog merchandising and contact strategies.