John Lenser

John Lenser is the Chief Executive Officer and founder of CohereOne. For 15 years, John headed LENSER, the largest multichannel consulting agency serving the catalog industry until it was sold to Merkle in 2011, where he maintained an executive role. Having started a major catalog and retail chain of stores in 1978, The San Francisco Music Box Company, John has personally completed all aspects of the work involved in producing a successful catalog. John has also has served as president of Hearthsong Toys and Gump’s by Mail. His areas of expertise cover a wide range of issues facing catalogers—from merchandising and strategic planning to circulation planning and fulfillment.

Get in touch with John

  Email John
  Phone: 415.322.6983

My Blog Posts

Optimizing Cooperative Database Response

As I talk to industry colleagues, I frequently hear the lament that prospecting and the cooperative databases do not perform like they used to. The common response is to simply reduce prospecting until cost-of-customer-acquisition goals are realized. Unfortunately, this also results in fewer new customers being added to the buyer file and, eventually, significantly fewer Read More Optimizing Cooperative Database Response

Add a Million to Your Bottom Line

Most catalog companies today waste thousands of dollars, if not millions, in over mailing catalogs to their customers and prospects. Most industry pundits who make this observation simply recommend eliminating mailings to those buyers that they deem responsive to digital marketing or to less responsive segments. Such reductions often result in significant loss of sales, Read More Add a Million to Your Bottom Line

How to Kick Your Retail Store Sales into High Gear

Last week I was sad to read that one of the first “brick and mortar” clients I worked with 20 years ago had declared bankruptcy. I was reminded of the initial project that I did for them. They had hugely expanded their catalog program, mailing many millions of catalogs over the year, but with results Read More How to Kick Your Retail Store Sales into High Gear

Great Retailers Have Great Merchants

I recently read an article in the Wall Street Journal, titled: “Data Pushes Aside Chief Merchants”?  The article reported that “intuition is being displaced by algorithms,” and that a new breed of chief merchant is being hired by large companies such as Kohl’s, Target, and Walmart.  The new merchant is more likely to have come Read More Great Retailers Have Great Merchants