What Is Organic Percentage, and Why Is It the Most Important Metric in Catalog Marketing?

Over the past decade, catalogers were forced to adapt to the e-commerce channel. The biggest change they were forced to deal with was a perceived decrease in the effectiveness of catalog marketing. Specifically, reporting metrics indicated telephone sales were plummeting while e-commerce sales were rapidly increasing. On the surface, this didn’t make sense. E-commerce sales increased faster when catalogs were in-home, then decreased rapidly at the end of a catalog life cycle.