Catalog Choice: Adversary? Partner? (Or Just Plain Misunderstood?)

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.