Editor's Note: Experts Forecast the Retail Trends to Watch

"A complex dance is happening in the catalog world. First, there's increased circulation (mostly prospecting) to resurrect half a decade of shrinking buyer counts. Second, design and brand updates are being implemented to counter the inevitable response rate declines from the prospecting increases. Both actions cost, forcing even more cost cutting to balance margins. Therefore, add in new cost cuts including more staff cuts, even lower page counts, even lighter paper, more aggressive use of add-on list hygiene/deliverability processing, and co-mail and price negotiations with vendors. How will this complex mix shake out? Stay tuned in 2015." — Susan J. McIntyre, Founder and Chief Strategist, McIntyre Direct