Catalog Creative - The RFMP Way (2,685 words)

Recognize your customers. Personalizing your catalog with the customer's name is a wonderful way to talk to him or her one-on-one. Once again, many catalogers make the mistake of using this technique only on prospects and old buyers. It is worth a test to talk to your customers by name, letting them know what's new and special. New technologies are constantly being developed to make personalization better and less expensive. Another technique for making your catalog customer focused is to put customers on the cover. Children's Wear Digest has contests in which customers' kids actually model clothes on the front cover. Cushman Fruit places snapshots of its customers right on the cover.