October 17, 2010

Dear Catalog CEOs: Building The Customer File

Dear Catalog CEOs:

You already know the importance of growing your customer file.

You probably know that it is critically important to grow your customer file in September and October.

New customers in September and October are "hotline" customers in November and December. In my Multichannel Forensics studies, about 40% of all first-time buyers who will ever buy again do so in the first three months after being acquired.

Yup, you guessed it. You want to acquire as many customers as you can in September and October, so that they convert to a second purchase in November and December.

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