Strategy: Catalog Circ Planning Will Never Be the Same Again

One group of housefile names to pay particular attention to is the one-time-only Web buyer group. This group comes onto the file as recent buyers, and these buyers typically are included in the recency, frequency, monetary (RFM) mailing cycle just like new catalog buyers. They might be single-item buyers rather than shoppers, per se. Often, they purchase because they’re searching for specific items online, so there’s very little lifetime value. Yet, if you mail 10 or 12 times a year using RFM, these buyers are included, and the ROI could be extremely low.