Strategy: Circulation Planning

In the past, consumer mailers shied away from compiled lists — and to a lesser degree, subscriber lists. Today, these types of lists can be used more effectively, since the mail order buyers on these files can be identified by modeling through one of the co-ops.

On average, 40 percent of all sales are through (not from) the Internet. This has made source code tracking more difficult. It’s also increased the need for a customer contact strategy. RFM still is the backbone of all circ planning, but there are many other factors that must be considered today.