What catalogers can learn from direct response TV marketers.

By Shari Altman

For example, they must present products in compelling ways that make the sale, despite ever-increasing competition from other direct marketers, retailers and e-merchants. Also, they must address customers’ privacy and data security concerns, and deal with today’s multichannel shoppers.

Examining the areas of difference, however, can provide opportunities to learn from one another — even if as a cataloger you never delve into DRTV.