Web Buyers Are Changing the Catalog World — 7 Key Issues, Part 3 of 3

2. Which pure Web buyers should you optimize to find suppression opportunities? First, take all pure Web buyers, followed by one-time Web buyers, low average order buyers, Web catalog requests, holiday buyers and buyers from weak merchandise categories.

3. Should you drill down and further segment your pure Web buyers? Yes. When you have enough buyers in a category, such as price shopping engine buyers or eBay buyers, segment those buyers separately and measure how they respond.