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

“Up to two years ago, we were primarily a cataloger company,” says Lalji. “We had started online in late 1995. We were an early pioneer, and there was a slow build up. The momentum started in 1997 and 1998 ... Now we do in excess of $100 million online, since we changed the format of the company. Today, we are less dependent on catalogs as a customer-acquisition strategy.”