Cataloger Q&A: Dale and Thomas Popcorn Focuses on Cross-channel Promotion and Matchbacks

Catalog Success: Why did you launch the catalog?
PG: The people in this company, myself and the CEO [Paper Direct and Genesis Direct cofounder Warren Struhl] come from a traditional direct marketing, direct response background. We know catalogs work. And we know that catalogs done well drive sales. And that’s not going away any time in the future. We just need to do a better job understanding what the conversion rate is when we put a catalog in the mail. How many people are going to the Internet versus ordering on the phone. We’re in the midst of developing a state-of-the-art marketing database to try to get at that a little better than we have.