Strategy: Catalog Circ Planning Will Never Be the Same Again

Put It Together
The secret to success today is knowing how to use your marketing database across all channels. That requires the right contact strategy and a proper balance between catalog mailings and e-mail communications.

Online retailers must structure their databases to accommodate tracking of every aspect of individual customers’ experiences: what they purchase (item, category, color, size, etc.), when they purchase (including season, day of week, time of day, so forth) and how they purchase (phone, catalog, mail, Web, e-mail response, call center). If it was a Web purchase, how did the customer get to the ordering page? Via track links, keywords or site referrals?