tag:blogger.com,1999:blog-32202893.post6879723804421950658..comments2023-10-18T08:32:17.510-07:00Comments on Kevin Hillstrom: MineThatData: Dear Catalog CEOs: The Prospect CatalogUnknownnoreply@blogger.comBlogger3125tag:blogger.com,1999:blog-32202893.post-73684978356372908322010-06-01T22:33:12.231-07:002010-06-01T22:33:12.231-07:00Yup, it's like a portfolio that one wants to h...Yup, it's like a portfolio that one wants to have as diversified as possible.MineThatDatahttps://www.blogger.com/profile/14014200122021988374noreply@blogger.comtag:blogger.com,1999:blog-32202893.post-28984958786692976832010-06-01T17:42:40.407-07:002010-06-01T17:42:40.407-07:00Nice analysis Kevin.
The danger comes when the ca...Nice analysis Kevin.<br /><br />The danger comes when the cataloger depends 100% on the mail to acquire new customers. Online marketing adds a different breed of customer and increases penetration to the max.<br /><br />In addition, many catalogers would benefit from freestanding inserts and DRTV. But they failed once or twice and gave up on the opportunity by not testing all available media opportunities.<br /><br />Your blog brings this point home clearly as it should. The industry is still catching up.Ted Grigghttp://www.dmcgblog.com/journal/noreply@blogger.comtag:blogger.com,1999:blog-32202893.post-75604823269787826962010-06-01T03:21:51.136-07:002010-06-01T03:21:51.136-07:00Kevin, as for the merchandise, I think the mix is ...Kevin, as for the merchandise, I think the mix is not about taking "the" bestsellers but "low risk"-bestsellers only. Acquiring customers is about convincing them that they will not suffer from buyers' remorse. So one should use rather brands than private labels, rather products a little below the average pricepoint, rather "heroes" of frequency than profitability. Of course, this is based on our best practices in Germany. Is this different in the US or has this changed in recent years?Martin Gross-Albenhausenhttp://twitter.com/grobinoreply@blogger.com