Managing the Flood of Web Buyers, Part 4
In the fourth and final installment of my four-part series on how the growing trend of consumers buying via the Internet has affected catalog circulation practices, this week let’s look at the viability of testing incremental sales and mailing Web buyers.
For starters, identify how much revenue in incremental sales you’re generating when you mail catalogs to your Web buyers. Nearly all catalogers anticipate they’ll get some sales even if they don’t mail their buyers, because their customers will instinctively keep coming back to them, providing some volume of orders. The trick is to know how much additional business you’ll get if you mail them a catalog. So set up a simple test with control panels of Web buyers. Mail half of the group a catalog and don’t mail the other half. Measure the difference in response.
- People:
- Jim Coogan
- Places:
- Santa Fe, N.M.