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

Constant Recruitment
In many cases, the online customer has a lower annual repurchase rate than the phone/mail customer, so the online channel must constantly recruit new customers. This can be done by mailing catalogs. However, acquisition activities are best managed with smaller page-count catalogs, those featuring best-selling products and best-creative presentations. These catalogs can be created at peak acquisition periods to maximize customer-acquisition activities.