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

Today, catalogers typically receive fewer orders (10 percent or less) in the mail. Most orders are received over the toll-free 800 lines, by fax and now via the Internet. Older catalog buyers (60 years of age and older) tend to use the order form more and often pay by personal check.

However, the bind-in order form is still used throughout the buying process regardless of how the customer orders. Many times, the catalog shoppers complete the order form first to speed the ordering process even if they plan to place the order over the phone or through the Internet. What's more, consumers do not like to cut up their catalog to remove an order form when it is printed on a page.