Are SOHOs Bringing You Down?
Another company identified several products that when solo-purchased by a residence, regardless of channel, indicated that the customer didn’t warrant a follow-up catalog mailing.
On the reverse side, you can use the same three factors to predict repeat purchases from one-time SOHOs and consumers. This strategy can work well when you have a profitable SOHO segment of your file.
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.
