Catalog Marketing: Your Brand Never Takes a Summer Vacation

* What do I ask of my customers, i.e., how do I force them to interact with the catalog?
* Do I make it easy to buy?
* What, if anything, isn’t working the way it used to?
* What’s my competition doing better than I am?

“Sometimes we get so compartmentalized in the day-to-day running of the business that we forget that our customers have to make an effort to seek us out to do business with us,” Syverson says. To reverse that way of thinking, look at every customer touchpoint from the customer’s perspective. If each touchpoint doesn’t provide an intuitive experience, check to see if your competition has a better experience, then improve upon it.