How to Hook and Keep Gold Customers

Additionally, Ford says, once his team does an advanced matchback for a client, “We determine every time — literally every single time — we find that the catalog was under-allocated.” That is, the catalog channel should have received a higher allocation of the broken pile.

“Paid search still has this mystery and magic about it,” he notes, “so merchants are allocating funds to it. But they shouldn’t forget about the catalog. I’ve seen companies, however, not take that into consideration and then talk seriously about cutting catalog circulation. But once they’ve done that, their paid-search results go down, too, because the company no longer is top of mind among shoppers.”