Principles of Catalog Shopping for Retailers, Part 1 of 2

3. Start with the data and a unified database. For most retailers, the point of sale (POS) system is where customer names and addresses are collected and transactions are credited to individuals’ sales histories. The best way to assure proper data collection is to have an easy-to-use customer loyalty program that automatically tracks points and gives small but meaningful discounts when customers meet sales thresholds. Check out the West Advantage program at West Marine to see a well-structured program. (Go to www.westmarine.com, then click on “West Advantage Program.”) The goal should be to track about 80 percent of store sales data.