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

Online and electronic marketing have had a dramatic effect on the company. MZI has decreased its print catalog circulation by 35 percent a month, cut customer-acquisition costs by 55 percent and increased customer acquisition by 19 percent a month. It has moved from producing 30 million catalogs a year to 20 million and from using the catalog as its main sales vehicle to using it to acquire customers.