Adding the "P" (Product Category) to RFM (1,079 words)

The Challenge in Using the P-Word

During much of the 1970s Fingerhut mailed more solo direct mail pieces than catalogs. For a general merchant like Fingerhut, cataloging presented some challenges because of the broader, multi-product offering in its catalogs. Two things changed: more niche-driven catalogs and the development of the "multi-mailer," a promotion of multi-products (up to 30 or more) that was cut-sheeted and mailed with a letter in an envelope. The multi-mailer was half catalog and half solo. Fingerhut continues to use the multi-mailer today, while it has broadened its more targeted catalog efforts.