Another place where catalog marketing matters is along Highway 101, from north of San Francisco, into Southern Oregon.
In this region, customers are not offered the variety of retail brands available in San Francisco, Los Angeles, or San Diego. The lifestyle is different, more relaxed.
Again, when marketing to existing customers, we have enough information to infer channel preference. But when marketing to prospects, we can utilize Zip Code Forensics or internal zip models to improve our chances.