Catalog Creative Breakthroughs (1,612 words)

Testing offers is critical to really know if they are producing the gains that are needed. Companies like Honey Baked Ham and Chef's Catalog are successfully using offers to increase sales per catalog.

6. Loyalty Marketing

One of the newest, trendiest creative thrusts of catalogers is in building relationship or loyalty programs. Driven by a better understanding of lifetime value, and how important it is to keep good customers, loyalty or preferred-buyer marketing is going to become a hotter topic in the next decade. Who are the leaders in loyalty marketing? Eddie Bauer is one standout that is tying both retail and catalog sales into a loyalty-reward program. Sears Canada with its Sears Club built around its charge card and air miles, is a winning example. Damark is a third excellent example with its Preferred Buyer Clubs priced at $49.99 per year. As a catalog's products become more of a commodity (more widely available elsewhere), loyalty marketing takes on new importance.