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

By Reported Donna Loyle

Product offers and promotions can be tested this way, says Burke. “For example, we can offer a free gift or price discount to those who buy a headset. We’ll then see which offer will boost response the best.” A control group would receive a generic offer to help discern true response rates.

Faville notes that customer profile information on Hello Direct’s housefile will come in handy for future ink-jet projects. “We’ll be able to target not only those who’ve made specific purchases in the past, but also target vertical markets within our housefile, such as medical personnel, consultants, lawyers, etc.—that is, customers within certain SIC codes. So we’ll be able to ink-jet very targeted messages to customers in those professions.”