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

PB&J

Ahh, comfort food. Tasty but not overly healthful. Same with this customer segment that is only producing between $2 and $3 per catalog (see green segment in chart). They are barely profitable—but not dramatically healthful to the bottom line. What's mostly keeping them from high profitability is a lack of frequency and a low average order. Let's take a look at how we might move this segment up the food chain.