MULTICHANNEL MERCHANT » ARCHIVES FOR HERSCHELL GORDON LEWIS
As recently as a generation ago, catalogs could survive by basing their appeal on a combination of traditional image, buyer loyalty, and breadth of selection.
A given: Typically, a consumer prospect looks for the best price rather than relying on loyalty to a distant source. A given: A business prospect looks
NEWS STORIES ARE LOADED WITH DEMANDS from various groups that catalogers abandon their printed catalogs and use only online distribution. As avant-garde
Since the declining days of the Sears & Roebuck and Montgomery Ward big books or maybe earlier than that catalogs have been in a competitive battlefield.
It’s unlikely that Richard Sears and Alvah Roebuck could have envisioned a catalog category that’s now state of the art the travel catalog. For paper
Each year, scanning through the winning catalogs representing the best of the best at the annual Multichannel Merchant Awards, we look for a thread make
Maybe in the deep future catalog copy can revert to the ancient (pre-Web) days. During those calmer, gentler times the typical catalog recipient settled
Well, here we go again. Finding outstanding catalogs gets easier and easier, and finding less-than-effective catalogs gets more and more difficult. Even
Have you noticed a peculiar mini-movement among some catalogs: a cover illustration totally unrelated to what’s for sale inside? Hmmm. Trying to analyze
This column, as veteran (or more accurately, resolute) readers of Multichannel Merchant know in advance, limits comments to copy. Copy isn’t always in