MULTICHANNEL MERCHANT » ARCHIVES FOR
How close to your mail date do you run your lists against the U.S. Postal Service’s National Change of Address (NCOA) file? You may want to wait even longer. Find out why Jim Leone thinks procrastination is key to a better mailing.
Here’s some advice for anyone looking for a co-op database: Play the field. That is, don’t rely on only one. Try them all, and go with the ones that work.
April isn’t just about rain showers, it also brings spring catalogs. Catalog Tracker started off the second quarter with 370 catalogs received for April,
After testing the Canadian market with a Website last fall, consumer electronics merchant Crutchfield this month launched a print catalog specifically for Canada.
Sundance Catalog Co. is expanding into retail.
In scoring model files and ranking potential prospects on a scale of 1 to 10, sometimes 9 is better than 10. Maria Marsala Herlihy, senior vice president of strategic consulting and analytics for direct marketing firm KnowledgeBase Marketing, says you need to think like a computer programmer when assigning values.
Catalogers naturally prefer to mail catalogs to prospects to give a potential customer a full scope of what it has to offer, and a sense of urgency to place an order.
But mailing post cards to prospects can be as effective, says Joy Gendusa
Bass Pro Shops isn’t just about rugged outdoorsmen, and it wants women to know that. So in March the cataloger/retailer of outdoor gear launched the 80-page Bass Pro Shops Collections, its first book to target women.
PetSmart in April sold its State Line Tack equine assets to Pets United, a privately held multichannel merchant of pet and equine products. The sale includes the State Line Tack catalog, inventory, and customer lists.
The May 14 postal rate hike may inspire some catalogers to consider alternate delivery options. At least that’s what one direct-to-door delivery service provider is hoping.