5 Crucial Multichannel Metrics
Any seasoned direct marketer the importance of understanding the numbers side of the business. You have to know both the left-brain (analytic) and right-brain (creative) rules for maximum success. My philosophy is
Integrating Core Competencies
Smart multichannel merchants are using all their core competencies across all selling channels including stores, Websites, and catalogs and they’re finding
Seven strategies for Breaking Down Silos
Multichannel success is all about breaking down barriers between channels and building cooperation. Every company that strives for multichannel success
How to build a customer contact plan
Multichannel success depends in large part on having a solid strategy for keeping in contact with your house list. Most marketers know this, but knowing
Measuring Sales Goals per Page
One of the major challenges for every catalog company new or old is to have a barometer by which to measure sales performance. How did the overall catalog
Keeping in Touch in the Off-Season
Let’s say that the vast majority of your sales come in the third and fourth quarters of the year. Maybe as much as 80% of your business is done in the
Catalog Analysis: Following the Response Curve
This month we look at another analytical technique or process that direct sellers need to know, understand, and apply to their daily operations: tracking
Catalog Analysis: Profit and Loss Statements Part 2
In June we looked at the profit and loss statement, discussing how a catalog P&L or income statement is different from that of a manufacturer and reviewing
Catalog Analysis: Understanding Catalog Profit & Loss
During the past several months we have looked at financial formats for catalogs and the Internet from a global or financial model standpoint. We contrasted
Catalog Analysis: Demystifying the B-to-B Financial Model
The business-to-business catalog financial model is quite similar to the consumer counterpart we discussed last column (Understanding Catalog Financial