Industry Eye: Quarterly Catalog Success (Now All About ROI) Latest Trends Report on Key Issues (January 2009)

As in our October 2008 issue, this month’s Catalog Success Latest Trends Report on Key Issues gives you a good apples-to-apples comparison to the results we received from this same report a year ago. Simply look for the percentages in parenthesis that follow each new result.

This survey, our latest joint venture with multichannel ad agency Ovation Marketing, focuses on multichannel integration — namely key issues such as the print catalog’s impact on sales made via other channels, as well as matchbacks, product offerings by channel and budget allocations.

The numbers are cumulative responses from the 110 B-to-C and 95 B-to-B multichannel marketers who responded to the survey we sent to the entire Catalog Success e-mail list in late November (with a follow-up mailing in early December). Under Related Content at right, we break out separate B-to-C and B-to-B charts, as well as their combined answers.

Some percentages don’t quite add up to 100 due to rounding. Special thanks to Ovation Marketing’s John Montet for all his help with this report. —Paul Miller