React to What Consumers Need Now, Smith Advises

“They’re still buying, and gift giving isn’t over,” Smith said. “But ostentatiousness is over. Consumers are more focused on sales than they were in the past.”

She offered the following data as well:

• on average, people in her focus group receive 25 to 35 catalogs per week;
• the main reasons given why people shop through catalogs are for unique items, gifts and instant gratification;
• consumers receive 10 to 40 e-mails a day and are more inclined to open those that offer some sort of deal;
• paid search is used “less than we expect”; and
• half of Marketsmith’s focus group said green initiatives were important to them.

She closed with several pointers, all focused on the current year and challenges ahead:

1. Make your message critical and relevant.
2. Show customers you’re willing to do your part in this bad economy.
3. If you’re giving away something, indicate why you’re doing it.
4. Consider getting into kiosks and retail pop-up stores.

“I don’t think the days of being able to mail the same circulation [of print catalogs] are coming back,” Smith said. “The reality is, if you want to grow, you’ll have to find more outside sources. Consider DRTV, postcards, banner advertising and local media.”