This document discusses how web buyers are changing the catalog marketing industry. It notes that over 50% of orders come from the web for some catalogs. There are two types of web buyers - catalog-driven and pure web buyers - who respond differently to catalog mailings. The key to managing web buyers is to segment them by channel and optimize communications based on their purchasing behaviors, such as suppressing mailings to web buyers who are unresponsive or below the breakeven point. Cooperative databases can help segment and optimize web buyers to improve response rates and sales.

1. Web Buyers are Changing the Catalog World! Jim Coogan Catalog Marketing Economics [email_address] 505-986-9902 1328 Bishops Lodge Road Santa Fe, New Mexico 87506

5. How do you know if your buyer file is healthy ?

15. V $3,242.45 36.7909 22.6514 1.1559 339 U $2,630.84 26.1441 16.3151 1.6184 196 T $2,544.17 22.8926 14.4137 1.8138 168 S $2,454.70 20.2918 12.8214 1.8673 153 R $2,373.98 19.2269 12.0319 1.7857 148 Q $2,184.58 16.6276 10.4616 2.1479 134 P $1,833.99 14.6548 9.2263 2.3389 122 O $1,733.78 14.0531 8.6721 2.0459 113 N $1,494.57 12.0535 7.634 2.2243 102 M $1,317.01 10.8631 6.8048 2.3694 94 L $1,148.89 9.54 5.9747 2.5717 82 K $1,012.79 8.3484 5.2684 3.004 74 J $887.05 7.3141 4.6426 3.3207 68 I $748.85 6.2977 4.09 3.6665 57 H $660.13 5.4311 3.5093 4.4416 42 G $534.67 4.5238 2.9988 5.2999 28 F $434.93 3.4913 2.3572 6.7795 19 E $315.03 2.5402 1.7988 9.3279 8 D $206.61 1.641 1.2333 14.56 5 C $97.09 0.8424 0.649 26.2923 1 B A 12 Month Dollars 12 Month Trans 12 Month Partic Months Rec Index Segment

18. Measuring response without source codes isn’t easy. Without Matchbacks, it may be impossible.

21. Are Web buyers buying because they got a catalog?