State of the Co-ops ’07

“What Wiland Direct knows through our database,” Wells says, “is what an individual has bought across every other cataloger out there.”

Wiland’s system also includes a customer’s level of profitability to the cataloger. “If a person is profitable all the time,” Wells says, “it’s easy to figure out to mail to that individual. But a strategy should be applied to those customers that don’t purchase anything every time a catalog is mailed.