Database Marketing: Use a Spending Index to Target Shoppers With Money to Buy

Effectively identifying and targeting potential catalog shoppers starts with an understanding of spending capacity, a much more reliable indicator than household income or other demographics. Why? Because it’s focused on discretionary income, that is, the money consumers have available to spendafter taking care of essentials such as food, clothing and shelter. This is money they spend based on their interests and lifestyles and, as such, is the true target for most marketers.