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

LEFTOVERS

These are customers that need to be heated or spiced up to make them palatable (or profitable). Producing only $1 to $2 per book brings this segment (shown in pink on the chart) below the break-even point. But because they have demonstrated potential in the past, it is worth trying to dig these customers out of the freezer and conjure up what could possibly be gourmet food. Recency seems to be the biggest factor in keeping these customers from being profitable. So how we can make these leftovers more palatable?