Growth Strategies

Growth is one of the greatest long-term challenges for any catalog company. Whether yours is a small catalog or a behemoth, adding significant growth year after year is, to say the least, a difficult task.

Why? In general, catalogers aren’t adding significant numbers of new catalog buyers to the universe of names available for prospecting. This universe currently is comprised of more than 50 percent of U.S. households, but many of these customers have purchased only from the largest books, such as J.C. Penney, L.L. Bean and Lands’ End. This means we’re all mailing to a fairly fixed audience that’s constantly being pummeled—especially the very best customers—with more and more mailings.