Catalog Retailers’ Resolutions for a Profitable New Year

However, catalog retailers can take actions now to improve profitability and competitiveness. Like losing weight or quitting smoking, these five New Year’s resolutions will lead to greater financial and operational health for catalogers in 2012.

1. Increase your web orders. While your catalog may still be what catches consumers’ eyes, accelerate their shift from phone ordering to the internet and even the mobile web. Even efficient call centers generate significantly higher costs than internet orders. Make efficient use of your e-commerce platform investment, where order placement costs are measured in pennies vs. the $3 to $4 it costs per phone order. Driving more orders online also allows for major savings through call-center consolidation and staff reductions.