How Catalogs Drive Your Business
All catalogers want to mail smarter. I'm sure that's your goal too. You want to mail less, drive more business to the web and increase profitability. Something you might consider is segmenting your one-time-only web buyers from your one-time-only catalog buyers instead of combining them into one RFM group. I often suggest segmenting the 0-12 month, one-time-only web buyers from the 0-12 month, one-time-only catalog buyers.
The catalog buyers always perform significantly better. Oftentimes, web-only buyers tend to be "item buyers." They search the web for a particular item, they find it and make the purchase with no intention of buying from that company again. Catalog buyers tend to be "shoppers." They enjoy looking at every page in the catalog and their frequency of purchases is greater.
In conclusion, here are a few of the reasons why the print catalog is important to the success of your overall business:
- Prospecting: Catalogs reach proven mail order buyers, who are loyal and responsive and like to shop by catalog. It's prospecting with a rifle vs. a shotgun.
- Housefile retention: Regular catalog mailings to your housefile helps to retain customers long term.
- Reactivation: Catalogs are used effectively to reactivate lapsed buyers who haven't purchased for 36 months or more.
- Lifetime value (LTV): Catalogs extend the LTV of the customer.
- Email addresses: Mailing catalogs helps build your database of email addresses.
- Catalogs drive demand!
Steve Lett graduated from Indiana University in 1970 and immediately began his 50-year career in Direct Marketing; mainly catalogs.
Steve spent the first 25 years of his career in executive level positions at both consumer and business-to-business companies. The next 25 years have been with Lett Direct, Inc., the company Steve founded in early 1995. Lett Direct, Inc., is a catalog and internet consulting firm specializing in circulation planning, plan execution, analysis and digital marketing (Google Premier Partner).
Steve has served on the Ethics Committee of the Direct Marketing Association (DMA) and on a number of company boards, both public and private. He served on the Board of the ACMA. He has been the subject of two Harvard Business School case studies. He is the author of a book, Strategic Catalog Marketing. Steve is a past Chairman of both the Catalog Council and Business Mail Council of the DMA. He spent a few years teaching Direct Marketing at Indiana University in Bloomington, Indiana.
You can contact Steve at firstname.lastname@example.org.