Knowing customers is the first core competency of catalog merchandising. Tactics for getting to know customers include annual surveys of repeat buyers by mail, phone, and online to gather information on what products they like. Companies also use surveys of first-time customers, phone calls with telemarketing representatives, and regular dialogue within the company and focus groups to improve catalog aspects and understand customer needs.

1. Know Thy Customer Core Competency # 1

2. IntroductionKnow the customer is the first rule of catalog merchandising.Catalog buyers must understand why and how people use the catalog.

3. Tactics of how to get to know your customers:Survey to first- time customers.Annual surveys to repeat buyers- by mail, phone, and even the Internet- this seeks information on customers and what products they like to see.Phone contact with customers through telemarketing representatives.

4. Tactics continued:Regular dialogue between people in the company about how the aspects in the catalog could be improved.Customers Focus groupsCustomer advisory boards.