Bind-In Order Forms-What's the Best Strategy? (2,000 words)

This is where the analysis does not go far enough. The thought process to arrive at a decision to eliminate the bind-in is often limited to how much money will be saved on printing and does not take into consideration the gross margin dollars that will be lost from the elimination of a page (or two) from the printed catalog. If the bind-in order form is eliminated, the cataloger then needs to decide where to print the order form and other ordering information. If this information is printed in the centerfold of the catalog, it eliminates an important "hot spot" that should be used to sell product. On the other hand, if the order form and how-to-order information is printed somewhere else within the catalog, it may be difficult for the consumer to locate it. Again, mail order buyers tend to migrate to the center of the catalog for this information.