Who Needs Print, You Say?

It’s difficult for noncatalogers to grasp the power of a direct mail catalog. For many consumers, their first motivation for placing an order is driven by the catalogs in their mailboxes.

Consumers enjoy spending time online. When they shop, the Web is often their first source. But many view the Web as a convenient ordering tool. It’s similar to when 800 numbers appeared and catalogers debated whether to make their phone ordering toll-free. Consumers flocking to order via toll-free phone numbers soon made that decision for us. We offered a faster, more convenient way to order, and consumers liked it. Today, many find the Web even faster and more convenient than phone. They’re shopping the catalogs, but they’re ordering on the Web.