Strategy: Catalog Circ Planning Will Never Be the Same Again

Previously proven methods of circ and marketing may no longer be effective. For example, RFM mailing strategies may have to use a more channel-specific approach. Daily and weekly source code reports may be worthless without matchbacks.

Simply put, we can no longer think of the Internet as a single entity. Instead, recognize and optimize separate elements and Web-based technologies in conjunction with, and in some cases in lieu of, the catalog. The Web site can’t merely be an online version of the catalog. E-mails can’t be limited to generic blasts. There’s a growing need for other content on your Web site — videos, how-tos, customer reviews and other tools. Try to target the message to the purchase history and other profile information about the customer.