Web Buyers Are Changing the Catalog World — 7 Key Issues, Part 3 of 3
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Jim Coogan
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4. What tactics do you use to circulate to pure Web buyers? Almost inevitably you lower the mailing frequency. Also, look at response when you mail holiday buyers in nonholiday seasons. Consider in-home dates closer to Christmas when mailing Web buyers during the holiday season.
5. Should all sales from a matchback be credited to the catalog? No. Start with an incremental sales test, but then develop some business rules to allocate sales between catalog, e-mail and the rest of your e-commerce programs.
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