A CEO’s Guide To Catalog Circulation ’08 (Part 1 of 3)
In the first of my three-part series on the evolving role of catalog circulation in today’s multichannel environment, this week I’ll take a look at how catalogers can identify the various customer audiences they serve.
Throughout the history of catalog marketing, CEOs have depended upon catalog circulation experts to drive sales, build up their customer bases and employ profitable marketing strategies. Before catalogers embraced the online channel, circ experts played a key role in the success of a catalog business. The methods circ experts used were largely the same each year, allowing CEOs to have a working understanding of catalog circulation concepts. Then the Internet changed everything.