Strategy: Catalog Circ Planning Will Never Be the Same Again

2. Internet factors. We’ve progressed from catalog marketing programs to multichannel marketing programs, necessitating a contact strategy approach to marketing planning.

3. Lower response rates. There’s no question response rates have declined due, primarily, to increased competition on the Web and dependence on prospect names selected from one of six co-op databases. This necessitates aggressive promotions, such as “free shipping,” which impact costs and profit margins.