Strategy: How Lifetime Value Differs in Catalog vs. Web

Circulation strategy is more complex today than ever; traditional RFM isn’t as easy to apply as it was in the past.

There are noticeable differences between catalog, Web and multichannel buyers, and adjusting your circ plan to fit the channel will help control costs while maximizing results.

Stephen R. Lett is the president of Lett Direct Inc., a catalog consulting firm. He’s the author of the Catalog Success-published book “Strategic Catalog Marketing.” You can reach him at (302) 539-7257 or steve@lettdirect.com.