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 Acquisition

On the customer-acquisition side, MZI uses catalogs, banner advertising and affiliate marketing. It is the premier sponsor for C/Net, an online magazine site. It also has agreements with AltaVista and ZDnet to drive traffic.

The catalogs PC Zone and Mac Zone are largely used for acquisition, but many existing customers still like to receive the catalogs, particularly Mac users. Lalji and Savitch say the catalogs work well with loyal customers, because receiving one reminds them to buy. Lalji says that customers are not dropped from the print catalog mailing list unless requested.