Post-Holiday: Customers Will Demand Easier Returns Process

* 94 percent said they shop in stores.
Effect on Catalogers

How does this affect catalogers? As more consumers use the catalog as a support mechanism to Web ordering, the catalog must be as accurate as possible to avoid returns, Johnson says. “This is getting to be less of the case, but people [typically] had the notion that what you saw in a catalog or online wasn’t exactly representative of what you were going to get,” he says. “So marketers have spent a lot of time trying to make sure the catalogs they mail and the materials they put on their sites accurately represent the product.”