How Will a Recession Affect Your Multichannel Operation?

Recession storm clouds are darkening the sales outlook for many catalog/multichannel merchants this year. How bad will it get? What metrics can you use to forecast a downturn in response rates and sales? Consider the following points when predicting sales results in this soft economy.

* Compare housefile buyers and prospect segments for year-over-year sales. Ask yourself: “Are the same segments delivering the same sales per book as last year?”