Altman Dedicated Direct

As a business to business cataloger, be wary of how you use customer loyalty programs. Businesses often have very specific rules regarding gifts and the appearance of impropriety. Focus your program on the needs of the business rather than on anything that could be used by the individual handling the orders. —Shari Altman, president, Altman Dedicated Direct

Often the best customer loyalty programs are the ones that offer not hard goods, but everyday information that the customer can use. If you're an apparel catalog, send a newsletter with the latest fashion trends. If you're a housewares merchant, offer home decorating or improvement tips. Offer things that improve the customer's life without lightening their wallet. —Shari Altman, president, Altman Dedicated Direct

Whether you’re a seasoned cataloger or just getting started in this industry, you know that cultivating and maintaining your customer base is hard work. There are a number of ways you can acquire new customers, but if you want them to stick around, you’ve got to reward the ones who keep coming back. Shari Altman, president of Altman Dedicated Direct, has more than 25 years of experience in direct marketing, with specific expertise in customer retention and loyalty marketing techniques. Matt Griffin, associate editor for Catalog Success, asked Altman to discuss some of the finer points of loyalty programs and what she’s seen work