Omnichannel

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.

As a veteran of the catalog industry, Mrs. Fields Gifts President Greg Berglund has witnessed the ever-changing environment catalogers operate in. He offers opinions on several topics, including where he sees the catalog/multichannel business heading in the near future, as well as tips for those trying to thrive, survive and more. Catalog Success: What methods of customer acquisition (industry-wide) will be most relevant in the coming years? Greg Berglund: I’m concerned about the trend in the industry where more and more customers are being acquired using online methods compared to traditional direct marketing methods. The lifetime value of online-acquired people tends to be

Many people in government, including lawyers, don’t understand how business is done. As a result, they occasionally apply rules that are onerous to manufacturers. Now is such a time, and that should bode well for B-to-B catalogers selling via open market (no contracts). To stay on the General Services Administration’s (GSA) schedule — which is a very popular and highly used government contracting vehicle representing more than 12,000 vendors and more than 10 million SKUs — manufacturers are required to give the GSA all pricing data so the government can determine what a “fair and reasonable” price for government buyers is. The

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

The clock already may have struck midnight on postal reform, but that doesn’t mean your catalog has to turn back into a pumpkin. There’s no need to strip it down in ways that sabotage branding, creativity and, most importantly, sales. Even within the design and financial confines of today’s postal rates and structure, the dream of an effective, financially viable catalog doesn’t have to be a fairy tale. Through postal reform the U.S. Postal Service is developing a more accountable rate-making structure, as most catalogers should be aware by now, replacing irregular rate hikes with more predictable and regular adjustments. It’ll take serious housecleaning

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)