Omnichannel

This article assumes that insights gained from Web testing lead to effective print catalog presentations. That is our “Big Assumption.” If you disagree, skip to the next article. No hard feelings; see you next month. Still reading? Good. There are two decent reasons to accept this Big Assumption. First, the Web is so prevalent that the demographics of Web shoppers are pretty much the same as the demographics of all direct shoppers, making the Big Assumption reasonable. Second, the Web offers catalogers their first chance to do real testing. While many catalogers think they’ve been testing for years, they really haven’t been

Throughout this decade, giving customers the choice of shopping by catalog, retail or online has been the way to go for those catalogers that operate retail chains and e-commerce Web sites. How closely do you examine your customers’ buying habits to safely conclude your multichannel efforts make the most sense? The office supplies multichannel retailer Staples sees multichannel as “the brilliance of the ‘and’ vs. the tyranny of the ‘or,’” said Kenneth Moore, director of business delivery information technology for Staples, during a session at last week’s eTail Conference in Palm Desert, Calif. Moore laid out four types of Staples customers that have

When I attend industry conferences, I do quite a lot of cherry-picking. After all, there’s quite a lot of information spread around, but not a lot of it’s relevant to catalogers and multichannel marketers. So for this week’s edition of The Corner View, I took it upon myself to attend many sessions from the eTail Conference, held Feb. 11-14 in Palm Desert, Calif., and whittle down these experiences into the top 10 ideas, tips, points and company activities I took in during the event. I only attended sessions with panels that included catalog/multichannel marketers. The most noteworthy subjects they discussed included exploring

Jim Garlow, director of advertising and marketing operations for technology products and services provider CDW, shares his feelings on matters ranging from why it’s important to be a knowledge source in the tech market to growth tactics for startup catalogers and much more. Catalog Success: Why is it important for CDW to be viewed as a reference source in the tech marketplace? Jim Garlow: We send our account managers through rigorous training because our target audience consists of IT purchasers and chief information officers, both of which are very tech savvy. They know they want somebody on the phone who knows what they’re

If you want to become a true multichannel marketing master, you should be on top of these three, in addition to the seven we outline in the main article. 8. Customer service and fulfillment are to the multichannel business model. At one point in direct marketing history, it was thought that fulfillment was important, but wouldn’t set one apart from competitors. During the pure-play Internet heyday of the ’90s, it was actually amusing to watch Web sellers struggle with fulfillment. Today, top business and consumer catalogers such as Quill, Lands’ End, Drs. Foster & Smith and Internet-only companies like Zappos.com, have raised

Editor’s Note: This is the first article of a three-part series on becoming more proficient and adapting to the multichannel world. Parts two and three will appear in our June and September issues. Can you imagine a catalog/multichannel company not striving to become more efficient and effective in each selling channel in which it operates? Certainly not. This article focuses on the key issues and trends impacting multichannel selling today. It examines how you can improve your bottom line in each channel, cuts to the chase and identifies seven issues that smart direct sellers need to focus on this year. (You can also

Catalog established: 1990 Headquarters: Elk Grove Village, Ill. Merchandise: Gifts, garden and home furnishings and decor Customer demographics: Consumers age 35-55, middle to upper income # of SKUs: 3,500 on the Web site, nearly 350 in the catalog # of employees: More than 100 full- and part-time Circulation: 14 million # of drops per year: Design Toscano: 13; Basil Street Gallery: 4 12-month housefile: 180,000

Increasingly, catalogers are moving into the multichannel model, and the numbers tell you why. A 2006 Direct Marketing Association survey showed that buyers who use two channels to purchase from a marketer spend 32 percent more on goods and buy 12 percent more frequently than those who purchase from a single channel. Furthermore, customers who purchase from three channels are 73 percent more likely to buy similar products from that merchant, strengthening brand loyalty across all channels while increasing the volume and frequency of sales. The key to expanding into a multichannel marketplace is how you handle the channels. The tendency is to

Having a hard time finalizing your 2008 contact strategy? You’re not alone. The mission hasn’t changed: You want to develop the most efficient way to convert prospects into first-time buyers and first-time buyers into repeat customers. But piece together the rapid pace of technological change, the volatile economy, the ongoing migration and evolution from phone to Web ordering, then add the likely distraction of the presidential election throughout the year, and it can make any marketer feel like throwing in the towel in bewilderment. Realistically, there are only three ways to proactively convert known prospects to buyers and one-time buyers to repeat buyers:

Approaching $8 billion in total sales and $559 million in profit for its most recent fiscal year, CDW’s roots are in cataloging in case you forgot. The Vernon Hills, Ill.-based provider of technology products and services for business, government and education was, and still is, a B-to-B cataloger, but a far cry from a mom-and-pop startup. For the past decade, CDW (which stands for the company’s original moniker, Computer Discount Warehouse) recognized growth opportunities within the tech industry and sought a multichannel approach to reaching its customers. Using vehicles such as television, radio, Internet, in-house magazine publications, webinars, seminars, sponsorship events and catalogs,