RFM Turned Upside Down

1. A certain portion of customers, particularly those originating on the Web, not only prefer to shop on the Web, but also are oblivious to (or may even resent) catalogs being mailed to them. Just as we all know that a substantial portion of the population prefers to shop in retail stores and rarely shops direct, it stands to reason that many Internet shoppers are the same way. You’re wasting your catalogs on them.