The Editor’s Take: Redefine Your Catalog, Don’t Replace It

Don’t lose sight of your catalog, even though fewer orders are coming in directly related to it. As you invest in Web site upgrades, don’t rob your catalog budget. What’s more, mail as frequently as your budget will allow, keeping in mind that you may not inspire more phone orders and you might have trouble matching a particular catalog mailed to a given Web-placed or store-based order. But the more you can keep your brand in front of your customers’ eyes with your catalog, the more likely they’ll buy from you. It’s all part of a now-proven multichannel marketing method that’s working better than ever for the industry at large.