Saving Money on Catalog Circulation
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Savvy Search Customers
Search engine shoppers are savvy online users and unlikely to use the phone to place future orders. These customers also may use catalog marketing for comparison shopping on the Web; your catalog marketing efforts actually may benefit from the competition.
Pay close attention to repeat online shoppers who don't use catalog key codes and don't order during the two weeks following catalog in-home dates. I’ve run multichannel forensics studies on these customers, and they're frequently the ones most likely to become “organic” customers. Organic customers purchase from your brand without the aid of catalogs, representing a cost-savings opportunity.
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- People:
- Kevin Hillstrom
- Places:
- New England
- Rocky Mountain
Kevin Hillstrom
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