A CEO’s Guide To Modern Catalog Circulation, Part 3 of 3
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Co-op mailing strategy
Today, many catalogers obtain more than half of their new customers from co-op databases. In the short term, it’s been a fantastic way for catalogers to obtain lower-cost customers.
But CEOs are seldom told how influential co-op names become. Here’s an example: A cataloger has a customer base with a 40 percent annual repurchase rate. This means that within just two years more than 80 percent of the customer file turns over and is new. If 60 percent of customer acquisition comes from co-op databases, within just two years, half of the active customer file is from the co-ops.
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Kevin Hillstrom
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