An except from Total Retail’s article: Managing Pandemic Catalog Buyers

Many catalog mailers are seeing large increases in revenue and growth in their new-to-file buyers because of the surge in pandemic-driven online purchases. However, with the growth in the number of buyers comes lots of uncertainty. Are these new buyers different than buyers pre-pandemic?

The business issue with the significant influx of pandemic buyers is whether they will convert into loyal customers and respond profitably to future catalog mailings.

Response rates for pandemic buyers can be quickly tested to know if they are the same or different from the existing base of buyers. The new-to-file buyers can be broken out with precision. Segmenting should be straightforward.

The first segmentation should be the date range of the pandemic; March 2020 until the present.

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