How the cataloger uses creative print and production strategies to stay connected to customers.

By Reported Donna Loyle

For example, if a customer bought a headset, his next catalog might come with an ink-jetted message on the cover stating: “John Smith, you’ve bought a corded headset in the past. Check out page 7 for special offers to go with your new headset.”

When the customer turns to page 7, he sees yet another personalized message stating: “Mr. Smith, buy this product today, and get $30 off.”