Strategy: Decipher Web vs. Catalog Customers

This month, let’s explore how to manage those channels together, including mailing strategies for catalog/Web customers, internal allocations to both channels, the importance of matchbacks and profit contribution by channel. Understanding these differences is key to the success of your business.

Internal Allocations
Catalogers tend to allocate a disproportionate share of sales to the Web. Intuitively, catalogers want to mail less and use the Internet more. Since they’re not always clear on what’s really driving the business, they favor the Web out of a desire to ultimately circulate fewer catalogs.