ABCs of Acquisition Analysis

By pitching the merits of technical support and detailed product information in its catalogs and in other media, Crutchfield is working to keep attracting these buyers.

Prospecting to Lists

Mailing catalogs used to account for the bulk of Crutchfield’s acquisition efforts. But recent economic pressures have meant reduced, more focused catalog circulation, and, as Michie notes, “To improve efficiencies, we’ve scaled back list rental prospecting to some degree. Like a lot of folks, we’re renting fewer names. We need to be as on target as we can when we do rent a list.”