State of the Co-ops ’08

All of I-Behavior’s models, Johnson says, are built to target individuals rather than households.

NextAction
NextAction’s approach this year is to provide fewer names and advise its catalog clients to mail less. “The focus to date has been to look for ways to find more prospects,” says NextAction COO/Executive Vice President of Core Business Services Eric Roza. “The right question to ask now is, ‘How can I more efficiently target prospects?’ One answer here, which is counterintuitive, is to mail a lot less.”