Catalog Tracker: A Case of the Credit Jitters?

Are the credit-card woes of marketers such as Spiegel and Sears discouraging catalogers from offering credit? Data from list firm Direct Media’s Catalog Tracker service suggests as much. Only 5% of the 341 catalogs received in February promoted deferred billing or other credit offers, down from 6% of those received in February 2002. That’s in keeping with the previous month’s trend: While 6% of the catalogs received in January 2003 offered a credit promotion, 8% of those received in January 2002 had. And 8.1% of all the catalogs received last year featured credit offers.

In their place, more catalogers appear to be promoting free shipping-and-handling offers. Eight percent of the February catalogs promoted free S&H, up from 2% the previous February and from 6.8% through all of 2002.

Of course, some catalogers tried to stand out by featuring somewhat different promotions. Women’s apparel cataloger California Style, for instance, touted a free necklace offer on its cover; gifts book What on Earth offered a free T-shirt. Men’s shoes mailer Stuart McGuire flaunted a $10 coupon, and workwear cataloger WearGuard offered 50% off all personalization. Home decor mailer Design Toscano gave a 10% discount to those who ordered by St. Patrick’s Day. And to drive orders to its Website, horticulture marketer Van Bourgondien offered a free gift to those who ordered online.

Partner Content

Hincapie Sportswear Finds Omnichannel Success in the Cloud - Netsuite
For more and more companies, a cloud-based unified data solution is the way to make this happen. Custom cycling apparel maker Hincapie Sportswear has leveraged this capability to gain greater visibility into revenue streams, turning opportunities into sales more quickly while gaining overall operating efficiency. Download this ecommerce special report from Multichannel Merchant to more.
The Gift of Wow: Preparing your store for the holiday season - Netsuite
Being prepared for the holiday rush used to mean stocking shelves and making sure your associates were ready for the long hours. But the digital revolution has changed everything, most importantly, customer expectations. Retailers with a physical store presence should be asking themselves—what am I doing to wow the customer?
3 Critical Components to Achieving the Perfect Order - NetSuite
Explore the 3 critical components to delivering the perfect order.
Streamlining Unified Commerce Complexity - NetSuite
Explore how consolidating multiple systems through a cloud-based commerce platform provides a seamless experience for both you, and your customer.