October 25, 2017

Hillstrom's Optimizer: Why The Cataloger Just Can't Stop Mailing Catalogs

Here's our base case, as you are all familiar with.

Take a look at what happens if catalog marketing is discontinued.

Oh my goodness.

Yup, the business shrivels up and becomes unprofitable. The business is cut almost in half really quick (that'll happen when you have a 50% organic percentage), and then a lack of file momentum and new customers drive the business even smaller.

This is the reason the typical cataloger cannot just stop mailing catalog and move into the 21st Century ... the entire business is fueled by the catalog and the effort to move into the future causes the business to become unprofitable.

Regardless, the cataloger has no choice but to move into the future. So we'll address that issue tomorrow.

P.S.:  Pick your partners (click here).

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