Golf (and Multichannel Marketing) The Watts Way

CS: How has your online program affected your approach to the print catalog?

JW: It’s allowed us to market better to our print catalog customers. We know and understand the shopping behaviors of our customers better, geographically and seasonally, for example. It’s helped us bring data together and use it to analyze our customers. The list itself is getting stronger. We’ve planned for one fewer mail drop this year, but are hoping to get more out of the drops that we have. — JK