Catalog Co-ops Come of Age

At Crutchfield, a cataloger of car audio and home theater products, marketing analyst George Michie reveals, “We’re placing more emphasis on the alliances, such as Abacus and Z-24. We’re finding those more successful than individual list rental now.

“By providing us with transaction-level data,” he continues, “the co-op alliances give us the ability to prospect based on a broad range of purchasing behavior, which, when carefully modeled, is very powerful.”