Modern Catalog/Multichannel Customer Acquisition

Regardless of the economy, many larger catalog brands are experiencing multiyear decreases in catalog customer acquisition after factoring in matchback results.

Some businesses perform demographic overlays against the customer file. Not surprisingly, pure catalog customers (who receive catalogs and purchase via telephone) tend to be 55 or older. Multichannel catalog customers (who buy online after receiving catalogs) tend to be 45 to 55. Pure e-commerce buyers (who buy online due to some variant of online advertising) tend to be 30 to 45.