Riding the Paper Tiger
The print catalog isn’t dead, but planning mailing quantities and frequency is getting trickier every day
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Joe Keenan
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For more fully integrated multichannel marketers like Office Depot, which operates more than 1,200 stores nationwide, a consistent message across all channels remains key. According to Jackson, Office Depot strives for very high crossover rates of retail customers on the small business side in its catalog mailings.
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