Strategy: Decipher Web vs. Catalog Customers

Most catalogers have considered reducing mailings to Web-only buyers as a way to save money. When you look at your source code report, it appears these buyers don’t perform well. Even the results of the zero- to 12-month Internet buyers often don’t look good on the surface. It’s perfectly logical to assume they shouldn’t be mailed a catalog, or at least mailed less frequently than catalog buyers who fall within the same housefile segments. But is this really the case?