Managing The Flood Of Web Buyers, Part 1
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Jim Coogan
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* Have test panels in place to measure the incremental sales coming from Web buyers when you mail them a catalog.
You don’t want upper management questioning you with, “Wouldn’t we have gotten the same sales from our Web buyers even if we hadn’t mailed them a catalog?”
Here’s a circulation example. A cataloger mails 1 million buyers a catalog and gets $2 million in overall sales. Breakeven is $1 a catalog so my circulation seems healthy. But when you segment your Web buyers, you can see that your circulation is not healthy: 600,000 of your buyers are responding at 77 cents per catalog, which is below your breakeven. That circulation is costing you profitability. (See the chart at the bottom of the page.)
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