Book clubs catering for a broad range of people, offering fiction and non-fiction on a variety of subjects, often end up with a thick catalogue.

Members with busy lives will lose interest quickly unless the first few books in the catalogue grab their attention.

'Your Favourite Book Club' has chosen to segment its customers and publish a variety of catalogues. The company can select books to be featured in a member?s brochure based on their purchase history or known interests.

The feature of each book can be enlarged to get the customer's attention and gain interest. Discounts specifically based on the buying patterns of the customer are included.

• Customers do not have to trawl through a lot of book features they are not interested in to find books of interest
• The response is better

The selection of books featured in the brochure is based on members' purchase history.

A personalised message to members can be included.

Special offers are based on individual's purchase history or to clear stock.

*These case studies are only for illustrative purposes.