Catalogers of the Year

He says marketers often forget how many media messages consumers get bombarded with each day. “Yet companies with the strongest brands can still capture share of mind. That’s why your catalog has to stand for something,” he notes. “People who like what you stand for will shop from you again.”

2. Develop a clear merchandising strategy: “You may sell new product categories now because the items are hot, like outdoor furniture is now,” he cautions. “That’s fine, but you have to be careful of how that brings people onto your customer file — people who may never buy from you again.” So the issue, he continues, is figuring out how to retain the quality of your customers. “That’s easy to say, but hard to do,” he notes. “Every day as managers we face decisions that may enhance our brands in the short-term, but not in the long-term.”