Strategy: Decipher Web vs. Catalog Customers

You might find, for example, that the Web-only buyers should be mailed, but not as often as your catalog or multichannel buyers. But again, maybe they should be mailed every time. Conduct a contact strategy test to help make the correct decision; the results may surprise you.

Stephen R. Lett is president of Lett Direct, a catalog consulting firm specializing in circulation planning, forecasting and analysis. He's also the author of the Catalog Success-published book, “Strategic Catalog Marketing.” Reach him at (302) 539-7257 or by e-mail at steve@lettdirect.com.