Taking a shine to gay lists
Mainstream direct marketers are increasingly tapping gay-community lists, and with good reason: Consumers identified as part of the gay market tend to
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New Lists
ROCK ‘N’ ROLL COLLECTORS The 52,931 Vroom catalog buyers, 58% of whom are women, spend an average of $70 per order on collectible and licensed products
Color me accurate
According to a 1998 study from research firm Cyber Dialogue, 76% of frequent Web surfers felt that “seeing exact color of the product you’re shopping
Fine-tuning fulfillment
Unlike their consumer brethren, which typically offer fewer products, many business-to-business mailers stock and sell tens of thousands of SKUs. Moreover,
The Huh? Syndrome is still with us
Hard to believe. Printed catalogs are up to their eyeballs in competition…from the Web, from newcomers, from revitalized retailers, from discount malls.
Feel-good ordering
No matter how well targeted your mailing lists, how inviting your photography, or how compelling your product descriptions, you can lose sales if customers
Brylane’s joie de vivre marriage
Brylane, a $1.3 billion-plus mailer of 11 catalogs, is gearing up for a good time as a subsidiary of the privately held French cataloger/retailer Pinault-Printemps-Redoute
Soft on service lines
The catalog industry prides itself on superior customer service, but when it comes to staffing a separate telephone line for service, many catalogers
Buy American with new catalog
Americans aren’t the only consumers to value a “made in the USA” label on their products. Lenexa, KS-based Smith-Dale, a wholesaler of U.S.-made handcrafted
Coldwater Cools Off
For three years, apparel and gifts cataloger Coldwater Creek was hot. Sales grew an average of 60% a year, from $76 million in 1995 to $247 million for