Congratualtions to the Catalogers of the Year

Moreover, to entice his employees to strive for a high level of customer service, Faith uses several tactics, including innovative training and incentives — techniques he has shared with us and that you may find useful in your own catalog and e-commerce operations.

Marilynne Eichinger, president of Museum Tour catalog, has taken merchandising to a whole new level. A former museum director, Eichinger founded her catalog of museum shop-quality educational toys about 10 years ago. She scouts out merchandise associated primarily with institutions of learning and through her catalog, brings those products to a national audience. Today, Museum Tour enjoys an annual circulation of 1.5 million and gets an impressive 4.4 percent average response rate. No doubt Eichinger’s success stems from the fact that she has tapped into every parents’ desire to offer their children the very best in knowledge-enhancing toys.