September 21, 2009

You Pick The Catalog Strategy!

Strategy #1: Mail a 148 page catalog with your entire merchandise assortment to your housefile.

Strategy #2: Mail four 48 page catalogs, with a unique portion of the merchandise assortment in each catalog. Based on prior purchase history, you choose which customer receives each version of the catalog. Customer can only receive one of the four 48 page catalogs.

Your thoughts? Which strategy has the best potential to generate short-term and long-term sales and profit, and why?


Advertising is largely a rental platform ... you rent space or paper or a click, and it's your job to demonstrate that you made a goo...