News

Loyalty Builders launches analytics tool for catalog marketers

June 11, 2014

Software-as-a-service firm Loyalty Builders has announced a new analytics and marketing tool for retailers who sell via catalogs.

"Catalog selling is way more complicated than it used to be," said Mark Klein, founder and CEO of Loyalty Builders Inc. "Catalog production costs are rising. Postage rates are rising. Some shoppers still mail in their orders, but more and more are using the Internet, email, or phone to complete their purchase. We want to help catalog marketers leverage this multi-channel behavior so they can better serve their customers and increase their company revenue in the process."

The service, Customer Analytics for Catalogers, analyzes the expected purchase value of catalog purchases for each customer, their risk of defection, and the potential return on investment of a catalog before it goes in the mail. According to the company, the analysis will help catalog marketers fine-tune catalog mailing strategies, find the most likely buyers for current catalog mailings, develop email alternatives for customers who are better suited for an email channel, and evaluate the overall effectiveness of their catalog and email marketing balance.

A large part of the CAC's service is identifying and targeting the customers most likely to buy via catalog vs. email. In using the CAC service, one retailer, a Loyalty Builders client who was struggling with declining catalog revenue, increased their revenue per catalog by 99.7 percent in a targeted mailing. Customers selected through CAC targeting produced $2.97 more revenue per catalog than those targeted by the retailer's previous catalog mailing strategy.