Management

There’s that old Bob Dylan song about times a-changin’ that I won’t bother to quote further. But it seems to hold true moreso year after year, and 2008 is no exception. So while some of us continue to exchange “happy new year” greetings with one another, I’ll send along one last new year’s greeting with what I believe to be the top five actions you should act on, examine or just ponder to bring your catalog/multichannel business in sync with the times. 1. Get your matchback system working smoothly at once. Assign someone in either your marketing or operations departments to do nothing

Over the past few months, we at Catalog Success have been hard at work to further develop a hefty well of research data for our readers. In October we launched the Catalog Success Latest Trends Report, a quarterly series of original benchmarking research we’ve been conducting with the multichannel ad agency Ovation Marketing. In the coming months, we’ll also be running a series of mail volume charts provided by several catalog co-op databases. Like the Latest Trends surveys, these will run in the IndustryEye section of our print magazine. And for the past year or so, we’ve been running a regular reader poll.

The exterior view portrayed a strong, stable company — a well-oiled machine churning along toward future profits and continued success. The interior showed an entirely different story — a company crumbling just like one of its cookies. Mrs. Fields’ early success actually led to the downturn of its catalog direct/online unit. With that early success and rapid growth, Mrs. Fields didn’t invest properly in the infrastructure (marketing database, systems, tracking) of the direct division, says Greg Berglund, president of Salt Lake City-based Mrs. Fields Gifts. What’s more, the company failed to keep product offerings fresh and relevant, especially the refreshing of photography and item

In the IndustryEye section of this issue on pgs. 12-13, you’ll find our second quarterly Catalog Success Latest Trends Report, a benchmarking survey we conducted in late November in partnership with the multichannel ad agency Ovation Marketing. This one focuses on key catalog/multichannel issues, and we’ve included most of the charts there, so I encourage you to take a look. You’ll be able to find some charts only on our Web site due to magazine space limitations. We also didn’t have the space to include the numerous comments that you — our readers and survey respondents — wrote in response to two of the questions.

The 2nd Catalog Success Latest Trends Report on Key Issues (January 2008)

The 2nd Catalog Success Latest Trends Report on Key Issues (January 2008)

The 2nd Catalog Success Latest Trends Report on Key Issues (January 2008)

HOW DID YOU BREAK INTO THE CATALOG BUSINESS: With a thorough knowledge of computers. A former middle-school science teacher, Ann Killeen was introduced by a friend to Jerry Machado, who was then founding the Storybook Heirlooms catalog (now closed). In discussing working together, the two came to an understanding: “I said to Jerry, ‘I like computers,’ and he said, ‘OK, you’ll be the director of IT.’” Eight years later, after helping Storybook Heirlooms grow from a start-up company to a $30-million operation, Killeen had become fully immersed in the catalog business. She moved on to other catalogers, including Tzabaco, Boudin Bakery, Real Goods and

We bring you our exclusive new Catalog Success Latest Trends Report, the second quarterly joint venture with multichannel ad agency Ovation Marketing. This one focuses on the key issues in the catalog/multichannel business. As with our inaugural report last October, this survey contains a statistical analysis of a questionnaire we sent to the Catalog Success e-mail list in November. The responses came from 80 B-to-C and 45 B-to-B catalogers. You can click on the separate B-to-C and B-to-B charts below, as well as the cumulative chart. Some percentages don’t quite add up to 100, due to rounding.

Tax-savvy multichannel marketers know “nexus” isn’t a new hair product or a high-priced automobile. The term “nexus” (derived from a Latin word meaning “to connect”) refers to the amount of contact an out-of-state retailer must have with a state before that seller is legally obligated to collect sales tax from customers. The Supreme Court’s landmark Quill v. North Dakota decision in 1992 made clear that, under the Commerce Clause of the Constitution, the nexus standard requires an in-state physical presence on the part of the retailer. In other words, mail order sales alone will not subject a remote seller to sales or use-tax collection