Connect the dots.
All good catalog marketers know their customers’ lifetime value. And those who are savvy have a handle on their customers’ spending patterns by channel. In today’s multichannel environment, the winners are those who synchronize their online and offline efforts.
There are many studies showing that customers who interact with a cataloger in more than one channel spend dramatically more than a single-channel customer. J.C. Penney was one of the first to come to this realization. A study the multichannel retail giant conducted with Abacus on annual spending showed: