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

Sometimes analysts add another letter to the acronym to make it RFMPS. The "S" stands for seasonality, and it is a technique that looks at the annual buying pattern of customers. Every catalog's customer base has certain buying patterns and habits. It is different for business catalogs than consumer. Some customers only buy at holiday time, regardless of how many catalogs are mailed during the year. Others will buy throughout the year. By tracking seasonal buying patterns, a smart circulation analyst can target mailings during the time customers regularly make purchases.