Case Studies: Direct Mail Cataloger

Direct Mail Cataloger

 

Problem
This multi-title cataloger was maintaining separate files for each title. When a customer left one title, she was lost to the whole organization.

 

Approach
To develop effective Acquisition and Retention programs, customer files were merged and analyzed to identify multi-title buyers and key prospects for cross-selling. A new catalog was developed which included select products from each of the company’s titles. While this catalog was initially developed for prospecting to new buyers, it became a tool for the company to win back lost customers of one title by offering them items from the other titles.

 

Results

• Acquisition: Inactive customers became the most productive source of new names for other titles.
• Retention: “Lost” customers were saved as profitable customers for the organization as a whole.