Strategy: A Primer in the Basics of Catalog Circulation

Identify Unprofitable Mailings

A 3-D RFM designator cube, divided into levels along the recency, frequency and monetary axes, is useful for locating each customer within a “cell” relative to other customers. Each customer’s name resides in a given cell according to similar purchasing characteristics to allow you to identify which cells contribute the most to your profit and overhead expenses, while helping you set a catalog mailing schedule.