How the Catalog Fits Into the USPS’ Future

* Personalization. The key is to use this tool without crossing the line to being “creepy,” Mastervich said. “Don’t let the consumer know you know so much about them,” he added.

* Precision. This involves putting all of this together in the correct order, particularly timing and deliverability. Know the optimum time for your catalogs to be in-home, and then work to deliver on that, Mastervich said. Also, it’s important for your call center to beware of in-home dates, he added, so it’s properly staffed to handle surges in call volume.