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!
Stephen R. Lett spent the first 25 years of his career in executive-level positions at both business-to-business and business-to-consumer catalog companies, including Monarch Marketing Systems, Tandy Corp., Edmund Scientific Co., The Drawing Board and Country Curtains. Additionally, he owned... the Writewell Co., and started (and owned) The Write Touch.
He also taught direct marketing at Indiana University. Today, Steve owns Lett Direct, a catalog and internet consulting firm specializing in circulation planning, plan execution, analysis, as well as internet marketing and email marketing. He’s the winner of a Silver Mail Box Award from the Direct Marketing Association (DMA), is a past chairman of the DMA’s Catalog Council, and a former member of the DMA’s Committee on Ethical Business Practices. Steve also writes a monthly column in Catalog Success Magazine.