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Catalog Circulation
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Wayfair, the online retailer that wants to revolutionize how people buy sofas and other home goods, took a more traditional step Monday, unveiling an old-fashioned paper catalog that will soon land in mailboxes. The Boston-based retailer said the 92-page catalog will help heighten brand awareness, while showcasing nearly 800 items, a tiny percentage of theโฆ
The question is as old as the internet itself: Canโt internet marketing simply replace the expense of printed catalogs? The answer remains an emphatic no. Here are some reasons why internet markting canโt replace the expense of printed catalogs:
Here are some ways to look at your holiday catalog results to understand how your business responded to its catalog circulation: Compare your housefile and prospecting results vs. the previous year and your break-even point. Are results stronger, weaker or comparable to the 2014 holiday season? Compare your daily sales flash to the previous holidayโฆ
What follows is a list of the Total Retail content in 2015 that generated the most reader comments. Youโll see that our readers are highly engaged when it comes to content on shipping rates โ who isnโt when it has such an impact on your bottom line โ social media marketing, payment options and cooperativeโฆ
PATIENT: โDoc, we do tests, but I don't feel that we learn much from them. What are we doing wrong? What should we change?โ CATALOG DOCTOR: "Try building your tests differently to get clearer, more actionable results. Here are some tips for what to do, and what not to do.โ Optimizing an Offer Test The goal:โฆ
PATIENT: โDoc, I really need to cut catalog program costs again, but without impacting sales. We've already done the standard things like lighter paper, fewer pages, operational efficiencies, and so on. What's left?โ CATALOG DOCTOR: โYou've done well so far. What's left isn't as easy as the standard cuts. Most require study and elbow grease.โฆ
PATIENT: โDoc, we've recently experienced a sales drop and I don't understand why. What's the best way to track down why it happened and how to fix it?โ CATALOG DOCTOR: โYou're doing right to quickly dig into causes behind the sales drop. The quicker you know why, the faster you can fix things. Here's aโฆ
โOur audience is dying. We need to attract a younger audience to get sales back up.โ I've heard this over and over for years from both consumer and business catalogers. Yet their age-range demographic reports usually show counts remaining stable, not declining. What's up? While itโs true for catalogers with older customer bases that aโฆ
Catalog creatives generally feel like they live in a different universe than circulation folks. However, both share the same catalog goals and you'll find you can achieve those goals faster and better by communicating with each other. Here are some tips on how and when to talk. Before You Begin Your Next Design Cycle 1.โฆ
A primary question for catalogers is how deep is their prospecting universe. Catalogers need to know how deeply and frequently they can prospect above breakeven for new customers. Knowing your catalogโs profitable prospecting universe is necessary and important because the business model for catalog marketing is really pretty simple: prospect for new customers at orโฆ