Strategy: Decipher Web vs. Catalog Customers

Catalog companies should know how much total business they’re doing through the Web. They also must know how much comes from the Web and understand the difference so marketing efforts can be targeted properly. The chart below shows the percentage of revenue we typically see coming from catalogs and various Internet marketing programs. Then there are the e-mail campaigns, which are extremely effective and generate 10 percent of total revenue for a typical consumer catalog company — a significant portion of revenue at a very low cost.