For Mailers, the Dog Days of July

During the second quarter of 2004, Catalog Tracker, a service of Greenwich, CT-based list services firm Direct Media, received nearly 18% more consumer catalogs than it had during the comparable quarter of last year. But the third quarter got off to a less voluminous start in terms of catalog mailings. Catalog Tracker logged in 297 books for July 2004, down nearly 3% from the 305 catalogs received in July 2003.

While volume declined year over year, the percentage of books offering shipping and handling promotions didn’t. Eleven percent of the catalogs received this past July touted free S&H, up from 9% of those received in July 2003 and 9% of those received in June 2004. The percentage of catalogs offering deferred billing was 5%, the same as for July 2003 but down from 7% in June 2004.

As for other promotions, shoes catalogers Auditions and B.A. Mason — both of which are owned by multititle mailer Mason Cos. — promised special pricing for first-time customers. Jewelry catalog Diamond Essence also offered first-time customers a financial incentive: a 30% discount. West Elm, one of Williams-Sonoma’s home decor titles, was somewhat less generous, offering first-timers only 10% off.

Partner Content

Hincapie Sportswear Finds Omnichannel Success in the Cloud - Netsuite
For more and more companies, a cloud-based unified data solution is the way to make this happen. Custom cycling apparel maker Hincapie Sportswear has leveraged this capability to gain greater visibility into revenue streams, turning opportunities into sales more quickly while gaining overall operating efficiency. Download this ecommerce special report from Multichannel Merchant to more.
The Gift of Wow: Preparing your store for the holiday season - Netsuite
Being prepared for the holiday rush used to mean stocking shelves and making sure your associates were ready for the long hours. But the digital revolution has changed everything, most importantly, customer expectations. Retailers with a physical store presence should be asking themselves—what am I doing to wow the customer?
3 Critical Components to Achieving the Perfect Order - NetSuite
Explore the 3 critical components to delivering the perfect order.
Streamlining Unified Commerce Complexity - NetSuite
Explore how consolidating multiple systems through a cloud-based commerce platform provides a seamless experience for both you, and your customer.