A CEO’s Guide To Modern Catalog Circulation, Part 3 of 3
The catalog CEO: An opportunity
Ten years ago, the catalog circ team played a major role in determining the profit and loss of a catalog brand. The CEO understood the role the circulation team played.
Today, the CEO needs to have more of an open line of communication with the circ team. The CEO must actively participate in mailing plans and hold-out test results across different customer audiences. These test results drive different catalog contact strategies for each audience. Once the catalog strategy has been determined, by audience, customer acquisition strategies must be managed. The co-op databases have, in many cases, taken a seat at your executive table given the influence its names have on your merchandising and marketing strategy.
If catalog CEOs are willing to expand their level of partnership with catalog circ teams, together they can arrive at profitable marketing and merchandising decisions. Then they can form strategies that allow them to capitalize on multichannel marketing in 2008.
Kevin Hillstrom is president of MineThatData, a consultancy company focused on database marketing. He can be reached at email@example.com .