Euro anticlimax

Much ado about nothing: That sums up catalogers’ view of the Jan. 1, 1999, debut of the euro. While Austria, Belgium, Finland, France, Germany, Ireland, Italy, Luxembourg, the Netherlands, Portugal, and Spain are slowly adopting the new currency of the European Union (EU), U.S. catalogers marketing overseas aren’t rushing to price their products in euros.

The mandatory implementation is January 2002, after which time EU countries and companies marketing there will have three months to price all products in euros. Meanwhile, “we haven’t printed euro prices in our [European] catalogs,” says Guy Marhewka, vice president of international for Branford, CT-based safety supplies mailer Seton Nameplate. “We’ll probably start listing euro prices six months before the mandate takes effect.”

But some experts advise a more proactive approach. Gordon Ellis-Brown, manager/creative director of Hampshire, England-based consultancy Gordon Ellis-Brown & Associates, suggests getting customers used to the new currency by printing prices in euros as well as in the local currency now.

Partner Content

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.
Build the Foundation for Great Customer Experiences - NetSuite
Understand how consistent, timely, relevant and personalized experiences are enabled by having the right technology foundation in place.
Strategies for Maximizing Mobile Point-of-Sale Technology - NetSuite
Learn the top five innovative ways to utilize your mobile POS technology to drive customer engagement, increase sales and elevate your brand.