Brookstone Looks For Stability With Single List Source

1. Understand change is possible;

2. Capture data needed — for example, path of purchase;

3. Analyze the online and offline interaction;

4. Construct an integrated P&L; and

5. Act on the data — adjust spending accordingly.

“Applying statistical methods to selecting names is the best process,” August said. Especially in today’s mailing environment with the recent postal increases, effective list and circulation management is a top priority for all catalogers.