Can Catalog or Internet Offers Make a Difference? (1,261 words)

•Loyalty offers are made to top customer segments to keep them active or to move them up the loyalty hierarchy.

•Some offers encourage people to order online.

•Some offers drive retail store traffic.

6. Offers must get noticed. An offer is useless if customers don't "get it." If the message is obscurely tucked into the gutter on pages two and three or buried on a flap of the order form, look out! Offers ideally should be explained or at least mentioned on the covers (front and back.) They must be reiterated on the opening spread, and pages two and three. Offers also must be prominent on the order form, especially in the ordering section. If an offer is used to motivate customers to action, it cannot be buried.