In the June issue of Catalog Success magazine, catalog veteran and consultant John Lenser — in "RFM Turned Upside Down - How online ordering is changing the age-old circ plan formula" — made one of the most astonishing claims I've come across in a long time. Consider the following:
What do you suppose would happen if […]
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The short-term results — in terms of sales and profit — of a particular advertisement or promotion can be completely misleading. A promotion that seems to perform well early on might spell future disaster for the business. Similarly, promotions that "lose money" might be goldmines in disguise. It all boils down to evaluating the tail […]