Can Database Marketing Work for Catalogers? (1,457 words)

u Web personalization is very inexpensive, but very effective in building loyalty and cross sales. The Web sites for American Airlines, Amazon and The Wall Street Journal remember your name, address and credit card number. They can greet you by name. Catalogers should do the same.

u Cross-selling can work on the Web, but only if accompanied by personalization and collaborative filtering. The goal is to make the Web so effective that the cross-sales rate is equal to or better than that achieved by a telesales agent.