Case Study: Multiple Zones International

Cutting catalog circulation is a scary proposition to most catalogers—usually it means less market penetration. MZI Chairman and Chief Executive Officer Firoz Lalji can’t argue with the fact that MZI’s catalog sales are declining (down 2.8 percent in the first half of 2000), but its online sales’ increases are outpacing the decrease significantly. Customer demand, lower marketing costs and a 59.7-percent increase in sales for the first six months of 2000 are something Lalji can’t ignore.