Case Study: Chinaberry Catalog
Chinaberry’s winning combination: soft on the outside, savvy on the inside
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5. Know the difference between housefile growth and profits. “They are not linked,” Ed Ruethling says emphatically. “Growing your housefile is OK for perhaps a year, but those extra customers better equal increased profits next year, or you could be in trouble.”
In short: Know your attrition rate—and assume it will be 50 percent a year, he notes. Concentrate on improving your customer lifetime value.
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