How to Hook and Keep Gold Customers

Back to the example of the baby-products buyer: If you saw that that one-time buyer actually was buying a significant amount of baby merchandise from your competitors, wouldn’t you treat her differently in your contact and customer service strategies?

Housefile Hygiene

Ford notes with consternation in his voice that while catalogers will measure and question every action they take, they still will blindly order batched data processing done, perhaps, only quarterly. “Catalogers should ask every single time they mail, ‘How sure am I that this promotion will reach those people who’ve shown an affinity for my products?’”