Print-Plus: Long Live the Order Form

Order forms complement catalogs like a bottle of wine complements a nice meal. Mail order buyers are conditioned to look in the center of the catalog to find the terms and conditions and other important how-to-order information.

Today's catalogers receive fewer orders in the mail (5 percent or less). Most orders are received at a company's call center or its e-commerce website. Older catalog buyers (60 years and older) tend to use order forms more often, preferring to pay by personal check. But that's not the only use of order forms. Order forms are often used throughout the buying process, regardless of how the order is actually placed. Oftentimes catalog shoppers complete the order form first to speed up the ordering process, even if they plan to place their order by phone or online.