6 Questions to Ask When Cutting Catalog Circ, Part 2

(Here are questions 4 and 5 from the list. For part 1 and questions 1 through 3, click here.)

4. Have you separated “pure” Web buyers who responded to you without ever having received a catalog? When doing a matchback, you have three groups of buyers: buyers who gave a source code to either your call center or shopping cart; online buyers who didn't give you a source code but received catalogs; and buyers who ordered but didn't receive catalogs. Smart catalogers now flag these buyers who didn’t receive catalogs as “pure” Web buyers and segment them separately because they respond very differently to catalog mailings.