Track Down Multi-buyers

Multi-buyers are the gold that all catalogers hope to uncover. These prospective buyers don’t just have a demographic propensity to purchase what you sell, they’ve proven their loyalty to catalog shopping in general. And that means they’re likely to buy by catalog again.

John Lenser, a long-time catalog industry professional whose credits include being founder of San Francisco Music Box and past president of Hearthsong, is now president of Lenser Consulting and works with catalog clients on circulation planning and list strategies. He recently shared insights into the current catalog list market and ideas on the best ways to take advantage of multi-buyer sources.