State of the Co-ops ’08

“Most catalogers continue to increase circ without an intelligent way of understanding how many times should I contact,” adds Dan Wells, executive vice president of member services. In addition to providing how frequently to contact a name, Wiland Direct steers co-op catalog members to the best channels for given mailings. “We know whether an individual has made that purchase either directly through the Internet or through calling up from the catalog or through a retail store,” Wells says. “And it’s optimizing those three channels to determine what’s the best approach for that individual consumer.”