THE SECRET SHOPPER
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MCM staff
listings
NEW LISTS LILLIAN VERNON FAVORITES There are more than 400,000 buyer names in the Lillian Vernon Favorites catalog file. The catalog features the most
CUSTOMER CARE: Getting with the (Loyalty) Program
You know the mantra by now: It costs more to attain a customer than to retain a customer. Clearly, then, nurturing customer loyalty is key to a catalog’s
Could Be Worse
Given the economy, what’s news isn’t that first-quarter sales came up short for a number of catalogers. Rather, it’s that a fair number of marketers met
Credit Squeeze Has a Choke Hold on Catalogers
You may be finding it tougher than ever to obtain credit. Or perhaps your bank has even called in its loan to you. If so, here’s a very small consolation:
The Cybercritic: Pet Supplies
This month The Cybercritic goes to the dogswell, to Websites selling products for dogs and other pets PetSmart.com PetSmart.com’s home page offers a cornucopia
Eye on B-to-B: Catalogers Prepare for a Recession
If a recession is looming, b-to-b catalogers should be ready to face it. Even though many business mailers have yet to feel the ripple-down effect of
CATALOG AGE TOP TEN
Marine Products Catalogs It’s finally fishing and boating season for parts of the country that endured a long winter. Boaters are spiffing up their crafts,
from the editor’s files
DID YOU KNOW? An employer needs 50 days on average to fill a vacant position. The average cost of recruiting a new employee is $4,588. Industrial engineers
Scenarios
Case 1: Do It Yourself; Case 2: Classic Style; Case 3: Well Developed