A Road to Success

Finally in 1982, Yager got serious and engaged an Evanston, Ill., catalog consultant who got him to use the same tracking and coding software employed by other catalogers. For the first time he could go back into his database and analyze recency, frequency and monetary (RFM) value. He could send more catalogs to his best customers and generate more orders. As a result, many original customers from the early 1980s happily are buying merchandise from Mid America Motorworks a quarter century later.