The 50 Best Tips of 2008

4. Keep channel choice wide open.
“Don’t think one channel will solve everything. Win [customers] over in all channels. Be clear about the role each channel plays in your brand portfolio, and balance them to the needs of your customers.”
Linda LoRe, Frederick’s of Hollywood
“Stayin’ Hollywood,”
May, Catalog Success

5. Mall traffic may be down, but increase catalog circulation deliberately.
“We’d like to see [consumers going to stores less due to rising gas prices], but we’re not going to increase catalog circ in anticipation of that. As results improve and more customers order, then we’ll increase circ.”
Joan Abrams, Specialty Catalog Corp.
“Riding the Paper Tiger” by Joe Keenan,
August, Catalog Success

6. Break down channel silos.
Too many companies set up reporting and control structures that artificially divide their operations into different divisions or silos. Such a structure is often tied to management assessments or bonus programs. This never works and leads to bad marketing decisions.
Bill Nicolai, LENSER
“10 Principles of Catalog Shopping for Retailers (part1),”
October, Catalog Success

MULTICHANNEL MANAGEMENT

7. Matchback analysis frequency determination.
The frequency of your matchback analysis is dependent on how the data is to be used. Perform daily or weekly matchbacks for more operational data (e.g., tracking inventory). More evaluative data (e.g., the best contact strategy for a customer) should be done over a longer period of time — two to four times a year.
Dana Springfield, The Yankee Candle Co.
“How Yankee Candle Uses Matchbacks,”
March 18, Catalog Success: Tactics & Tips

8. Flag Web buyers and segment them.
Don’t react to the economic slowdown by arbitrarily cutting circ. Understand which lists can be mailed above breakeven. Plan your circ based on historical results for each list in light of higher break-
even costs.
Jim Coogan, Catalog Marketing Economics
“Catalogers’ Profits Are Being Squeezed,”
Aug. 19, Catalog Success: Tactics & Tips