2002 Catalogers of the Year

In 1991, they began using sophisticated database marketing and printing techniques to send individualized catalog covers to customers. The offers on those covers were based on what Viking staffers knew those particular customers would want to buy and when. For example, if a customer bought a copier from Viking, that client later would get a customized catalog cover touting a special offer on the toner used by that type of copier at about a time it was estimated the customer’s toner supply was about to run out. In this way, says Helford, the company became viewed by many customers as their office-supplies partner.