B-to-B Insights: A New Toy to Play With?
Of course these apps aren't targeted like a mailing list, and therefore aren't going to produce the sales of a mailed catalog. However, their pricing models are easy to understand so you can develop a return on investment projection as an additional sales channel.
How to Get Started With Digital Catalogs
If you already have a print catalog, converting it to a digital catalog is simple and inexpensive. If you opt for a third-party service or tablet app, you simply provide them a PDF of your catalog and your product feed, and they do the rest. The exception is Google Catalogs, which requires you to load and link your catalog on your own. What do you want for nothing?
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A columnist for Retail Online Integration, George founded HAGUEdirect, a marketing agency. Previously he was a member of the Shawnee Mission, Kan.-based consulting and creative agency J. Schmid & Assoc. He has more than 10 years of experience in circulation, advertising, consulting and financial strategy in the catalog/retail industry. George's expertise includes circulation strategy, mailing execution, response analysis and financial planning. Before joining J. Schmid, George worked as catalog marketing director at Dynamic Resource Group, where he was responsible for marketing and merchandising for the Annie's Attic Needlecraft catalog, the Clotilde Sewing Notions catalog, the House of White Birches Quilter's catalog and three book clubs. George also worked on corporate acquisitions.
