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London–What does “The DaVinci Code” have in common with catalog creative? Plenty, according to Lois Boyle, president/chief creative officer for Mission, KS-based consultancy J. Schmid and Associates.
Reducing fulfillment costs becomes the driving force in many companies. Unfortunately, this creates a dichotomy. On one side, costs are reduced, increasing short-term profitability. The other side is a reduction of service that alienates customers. It reduces growth and long-term profitability. The challenge is to find a balance between service and expense.
Not to be outdone by Oxfam America’s online catalog, which the international relief organization debuted Oct. 10, the World Wildlife Fund on Monday mailed its first print catalog.
The news that online shoes merchant ShoeMall.com dropped its first catalog during the second week in October sounded like another Web pure-play dabbling in print.
San Rafael, CA
Mailers often struggle with calculating how frequently they can profitably mail their buyer file and what frequency optimizes profitability. The following calculation is based on comparing two mailing frequencies.
Many managers don
Prospecting results are traditionally reviewed based on the total performance of sales per book for each list, and subsequent mailing decisions are based on these results. In actuality, you should conduct further analysis to determine the true strength of each particular list and whether it makes sense to rent that list going forward.
The large volume of mail processed by the U.S. Postal Service between Thanksgiving and Christmas can provide challenges to both catalogers and mail carriers. In anticipation of the holiday rush, you should allow ample time to employ sophisticated list cleansing strategies so that you can be sure your mailings reach all of your customers and prospects.
(Direct) Footwear merchant ShoeMall has not only launched a print catalog, but it is also revitalizing its e-commerce site.
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