Maximizing Your Housefile Potential

Circulation—Are you over-circulating catalogs to nonproductive RFM housefile cells? Keep in mind that not all buyers are equal, and it is important to devise circulation strategies that maximize your rate of return. Separate your one-time buyers from your two-or-more-time customers. Think of a buyer as someone who has only purchased once and a customer as someone who has purchased more than once. Your goal is to convert a buyer into a customer.