The future of catalog marketing skews in two directions.
- 30+ contacts to a small fraction of long-term catalog-centric customers.
- A handful of 22ish page contacts to non-catalog customers in an effort to generate awareness.
When the latter is a goal (and yes, it's going to be a goal in the future), you cannot afford to mess around with merchandise that doesn't sell well.
Period.
You will stuff that 22 page catalog with the absolute best merchandise you have. It's the only way you are going to generate positive return on investment.
This is coming ... we're not going to stop it, it's the future. Best be prepared now ... test the living daylights out of formats and ideas so that you are ready to embrace the future.
Right?
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