Saving Money on Catalog Circulation

You’ve wrapped up your budget for 2009, but not without a lot of scrutiny. Now it's time to execute your business plan. Fortunately, there are many opportunities to save money on your catalog circulation efforts, especially when it comes to targeting different customer segments.

Traditional multichannel cataloging focuses on customers who order over the phone or online. Never has this distinction been more important than it is now. The phone customer is generally older (say 50-plus) and receptive to catalog advertising, so this isn't the place to focus a lot of effort on reducing marketing expenses.