Catalog Choice: Adversary? Partner? (Or Just Plain Misunderstood?)
Environmental group seeks to dispel perceived catalog ‘enemy’ image
By
Joe Keenan
, Senior
and Catalog Success
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Middle Ground?
The ultimate outcome of Catalog Choice’s efforts and the DMA’s and some mailers’ resistance will likely be a compromise of some sort. Many consumers still want to receive catalogs, just not as frequently.
With that in mind, Catalog Choice says it’s developing a tool that will allow consumers to adjust the contact frequency with which they’re mailed catalogs, which could be a win-win for both sides: Catalogers won’t lose their ability to prospect through the mail, while Catalog Choice will reduce the number of catalogs and remain true to its mission of serving as a partner to merchants.
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