The 10 BEST Catalog Prospecting Ideas
In the good old days of, say, 20 years ago, the lifetime value of a typical catalog customer was three times the value of a prospect. That meant you could
Marketing
The 10 BEST Internet Marketing Concepts
As the editor of CATALOG AGE’S quarterly I.MERCHANT supplement (and as someone who sees little need to leave the house now that I have Internet access),
The 10 BEST Operations Innovations
Once upon a time, the Sears, Roebuck catalog was probably the best-read book in the American household-next to the Bible. Customers would page through
The 10 BEST Cost-Cutting Ideas of All Time
In the catalog business, shrinking margins and increased competition can eat into profits, so every penny counts. Whether it’s shaving a few bucks off
The 10 Best Catalog Loyalty Tools
We won’t waste your time nattering on about why creating customer loyalty is so important, and why loyalty programs are critical. If you’ve made it this
Pottery Barn kids around
Housewares and home decor cataloger/retailer Williams-Sonoma doesn’t break out sales of its five divisions: Pottery Barn, Gardener’s Eden, Chambers, Hold
Polishing lackluster lists
Has your mailing list failed to generate much rental income lately? If so, several list industry experts have suggestions for adding value and generating
Swimwear and sweaters
Middleton,WI-based cataloger WinterSilks, which had filed for Chapter 11 bankruptcy protection last July, was acquired in late February by Jacksonville,
Planning ahead
Carrie Van Dyck is co-owner of Herb Farm, a Fall City, WA-based catalog of herbs and related products. Annual sales, $2 million; annual circulation, 270,000.We
the abcs of online trends
The world of electronic commerce changes faster than the weather in New England. Pioneers such as online bookseller Amazon.com and music marketer CDnow