Are SOHOs Bringing You Down?
For example, one cataloger identified that consumers at residential addresses who made their first purchase of less than $50 worth of product online didn’t warrant catalog mailings at all. These customers made an online search for a specific product they needed for a one-time purchase. Their transactions were profitable as long as the cataloger didn’t attempt to convert these customers to two-time buyers with a catalog mailing.
A columnist for Retail Online Integration, George founded HAGUEdirect, a marketing agency. Previously he was a member of the Shawnee Mission, Kan.-based consulting and creative agency J. Schmid & Assoc. He has more than 10 years of experience in circulation, advertising, consulting and financial strategy in the catalog/retail industry. George's expertise includes circulation strategy, mailing execution, response analysis and financial planning. Before joining J. Schmid, George worked as catalog marketing director at Dynamic Resource Group, where he was responsible for marketing and merchandising for the Annie's Attic Needlecraft catalog, the Clotilde Sewing Notions catalog, the House of White Birches Quilter's catalog and three book clubs. George also worked on corporate acquisitions.
