GREATER SALES and PROFITS AWAIT when you realize that all customers are not created equal

By Jack Schmid

Many catalogers, especially smaller and medium-sized ones, are seriously challenged when it comes to developing a stronger revenue and profit stream from their customer lists. The following challenges are endemic to all catalogers in working their customer lists:

Knowing which are the best customers (i.e., the ones with the highest lifetime value (LTV) and those most likely to respond to the next mailing);