Computer cataloger Multiple Zones International’s transition from mail order to multi-channel is a glimpse of how cataloging will look in years to come

By Melissa Sepos

Customer Retention

The business-to-business online sales are a direct result of using the catalog as a marketing tool. When MZI first launched its consumer sites in 1997, it used its catalog to drive traffic to the Web site, offering discounts and quicker delivery of products.

MZI began e-mail marketing in early 1998 with rather “primitive” e-mails by today’s standards. While its marketing is not limited to e-mail, it has constructed a comprehensive and elaborate e-mail marketing program to target existing customers.