Web Buyers Are Changing the Catalog World — 7 Key Issues, Part 3 of 3
6. What other metrics should you have in place to measure Web business? Two vital metrics are new-to-file buyers and buyers by channel. How many buyers you’re getting from catalog circ vs. Web marketing is critical for planning and budgeting. So measure channel shift, and know what percentage of your orders are coming through your call center vs. your Web site’s shopping cart.
7. Predict how many new buyers you’re going to acquire next year from both traditional catalog marketing and Web marketing, and the cost to acquire customers from each channel.
The Web has transformed catalog businesses into true multichannel operations. In order to survive, and profit, catalogers must measure the impact of pure Web buyers when planning catalog circ.
Jim Coogan is president of Catalog Marketing Economics, a Santa Fe, N.M.-based consulting firm focused on catalog circulation planning. You can reach him at (505) 986-9902 or email@example.com.