Movies Unlimited continually reaps the benefits of sound marketing and fulfillment basics.

By Lisa Yorgey Lester

This information is extracted and downloaded into catalog template pages created using a version of Ventura layout software. The pages then are designed by graphic artists who use photos and blocks of color on the otherwise black-and-white pages to showcase legendary films and actors.

Because of its heft and size, the Movies Unlimited Video Catalog is mailed at no charge only to the top 15 percent of the company’s customers, determined based on the RFM (recency, frequency and monetary value) of purchases. However, the catalog is made available to the remainder of its customer base, as well as requesters, for $9.95 plus a $3 shipping and handling charge. To offset the price of the catalog, customers get discount coupons worth $10 with each catalog order.