Commit to Multichannel Integration

Astral Direct’s President Phil Minix says one of Astral’s goals this year is to implement an integrated customer database that will merge Web and catalog data. This will provide a better understanding of customer lifetime value by source, and allow Astral’s catalogs to coordinate offers across the catalog and Web channels. The database should improve the productivity of marketing efforts to the housefile, which is doubly important considering the decreased level of prospecting Astral will do in 2007.