COSMETICS MARKETERS SELLING VIA INFOMERCIAL MUST "BUILD A STRONG BACK END"
This article was originally published in The Rose Sheet
Executive Summary
COSMETICS MARKETERS SELLING VIA INFOMERCIAL MUST "BUILD A STRONG BACK END" because "cosmetics is not paying out in television on the front end," Lynn Cartwright of U.S.A. Direct said during a session on cable distribution at the HBA Global Expo held in New York City June 6-9. "It's very, very important to have a good, thorough direct response back end program," Cartwright stated, stressing that cosmetics marketers should focus more energy on the "reorder business [because] you can usually depend on 30% of your customers [reordering] at least two times in 12 moths."