Strategy: Catalog Circ Planning Will Never Be the Same Again

Coupling customer database information with the analytic data from Internet sites (Google, Yahoo and others) should provide some direction to best structure and communicate with customers. Talk with customers the way they want to talk with you.

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