Cracking the Multichannel Code: Building an Integrated Marketing Plan
Not long ago, marketers though it sufficient to plan catalog mailings and e-mail campaigns in concert with one another, acknowledging that the e-efforts
Marketing
Catalog Critique: A Mailer of Biblical Proportions
Creating the perfect catalog is the Holy Grail for mail order marketers. Even a merchant of scholarly books on Near East and biblical studies may need
Putting Kiosks to Work
Kiosks? Sure, we’ve all heard of them aren’t they those electronic stands that people use to look up books they’re too lazy to search the shelves for
Brave New Catalogers: The Birth of Baby Dagny
Having a child changes your life in many ways, but for Andrea McGinty, impending motherhood inspired her to give birth to a new business. When she was pregnant with her first child and surfing the Web for baby products, she discovered that there weren’t many unique items. What’s more, the goods that did interest her were from overseas companies. So she decided to start importing baby merchandise and selling it online and, eventually, by catalog.
Resource Guide: E-commerce Platforms
E-commerce solutions have evolved to include core functionality for navigation, shopping cart, checkout, shipping and handling, and taxes and some level of integration to an order management system (OMS), an enterprise resource planning (ERP) system, or a warehouse management system (WMS). Then there are the Web 2.0 options
A Gift from Me to You: Cross-Channel Gift Cards
Jenson USA, a multichannel merchant of mountain bikes, had its best year ever in 2006, and the trend is continuing. We’re up 40% over last year, says
Brave New Catalogers: Hangers Come Out of the Closet
You might not think that the humble clothes hanger would make for a successful catalog/Web business. But former stockbroker Devon Rifkin does. He founded
Only Connect
Few brands fully leverage their merchandising concept. Profits, products, services, experiences, and shareholder value are left on the table because companies
Catalog Tracker: February Chill Hits Catalog Volume
Just as it had in January, year-over-year catalog volume declined in February, judging by Direct Media’s Catalog Tracker.
Best Practices in Data Mining: The Second Five Commandments
Data mining is enhanced, often dramatically, when the source data are improved. The ultimate goal is for data mining to be performed off a platform that