Omnichannel

Upselling, the Multichannel Way It’s Time to Master the Phone/Online Upsell By Liz Kislik Since the 1980s, when the majority of catalog orders began shifting from mail orders to the telephone, it’s become standard practice to not just take phone orders efficiently, but also to incorporate the upsell as a regular part of call center operations. But it’s 2007, and the typical catalog order isn’t necessarily over the phone anymore. Consider this scenario: Your customer calls to place an order and everything in the process goes smoothly. Your order taker follows standard practice and offers one or more upsells. In the classic

Reflecting on his past experiences as a database marketing executive with the Lands’ End, Eddie Bauer and Nordstrom catalogs, Kevin Hillstrom, president of Seattle-based MineThatData, discussed ways he learned to adapt company business models to maximize multiple channels during a presentation at last week’s NEMOA conference, held in Cambridge, Mass. While with Nordstrom and Eddie Bauer, “we brought their channels together to come up with a single solution,” he said, noting how Nordstom “basically ended” the old business model of having the catalog function as a viable sales contributor. Instead, it would serve to promote store and Web traffic. “We saw customers were behaving differently,

Two essential ingredients of any successful catalog business — marketing and merchandising — have artistic elements where experience, creativity and intuition count more than numbers and cold hard facts. But they also have numeric benchmarks that if ignored, can spell disaster for customer acquisition, customer retention and brand integrity. Marketing and merchandising skill sets and viewpoints are vital, and impact the bottom line. When they’re in sync with each other, the resulting catalog invariably is better than either can deliver on its own. Interaction between the two disciplines is a two-way street, rather than a linear path. There are several ways to

Most catalogers these days sell via two or three channels. It’s how they use each channel that determines their success. “The Web made mail order accessible to many, who didn’t need to invest in a big catalog infrastructure,” says Susan McIntyre, president of Portland, Ore.-based catalog consultancy McIntyre Direct. But the resulting glut of Internet pure plays and new catalogers makes standing out from the crowd tougher. Below are McIntyre’s directives for making your catalog stand out. 1. Keep service consistent across channels. Effective multichannel marketing includes both the capability to take orders from multiple channels and the ability to provide the

Welcome to the inaugural issue of Catalog Success: The Corner View. Coming to you directly from the keyboard of Catalog Success editor in chief Paul Miller, this fortnightly e-newsletter will reach your inbox every other Friday. In all of our channels — the monthly print magazine, the weekly Idea Factory e-newsletter and our daily Web site — Catalog Success’ mantra is to provide you with moneymaking ideas that can help you run your catalog/multichannel business better. Always on the lookout for new products that we can offer our readers, we bring you this executive report with analysis and reflections on the catalog/multichannel business, specifically targeted

Just a month into the new year, catalogers have a mixed bag of enthusiasm. On the one hand, the economy appears strong and consumer spending is solid. On the other hand, there’s another postal rate increase going into effect during the first half of the year. Catalog Success caught up with several mailers and industry observers to give you an idea of which multichannel prospecting strategies may be best for you this year. Prospect With Caution No surprise: Feelings differ about how catalogers should prospect in 2007. “I’m feeling particularly bullish this year,” says Tim Kiss, director of enterprise direct marketing for The

Susan McIntyre, president of Portland, Ore.-based catalog consultancy McIntyre Direct, recommends that catalogers look at how customers use their channels to interact with them. This often isn’t as simple as dividing customers into catalog, Web and retail buyers. The ideal strategy, she notes, considers the fact that some catalog shoppers want to be reminded to purchase via e-mail, while others will look at products online before taking their catalogs to retail locations to make a final purchase. The solution, she says, involves in-depth analysis of an integrated customer database, and a firm partnership between marketing personnel and the IT staff who manage your housefile.

There’s a very thin line that ties together the two catalogs produced out of 132 Robin Hill Road in Santa Barbara, Calif. Founded in 1994 as Surf to Summit, a B-to-B catalog of kayakin g equipment, the company in 2001 spun off After 5, a consumer catalog of quirky — often wacky — products for wine and martini parties. After 5 came to life after the company found that its customers were responding briskly to the cocktail party-related novelties that it first offered almost as an afterthought in Surf to Summit. But that’s where any similarities between the two catalogs end. Although the

To get a sense of how 2007 could play out on catalogers’ pocketbooks and growth aspirations, Catalog Success asked a few catalogers what they expect for the coming year. Catalog Success: How will your implementation of multichannel marketing strategies change this year compared to last? Tim Kiss, director of enterprise direct marketing, HoneyBaked Ham: We’d like to test dual channel offers. Most of our catalog and Web customers buy HoneyBaked as a gift. We’ll test discounts for money off when you buy for your family at one of our stores and send HoneyBaked as a gift. Phil Minix, president, Astral Direct: Our multichannel strategies

Like other insert media programs, such as package stuffers and blow-ins, miniature catalogs have been around a long time. But in recent times, their popularity among catalogers appears to be on the rise. Catalogers as diverse in nature as nursing mother products marketer Motherwear International and B-to-B uniforms mailer UniFirst Corp. have been successful marketing through mini-format catalogs. What’s more, multi-title apparel and food cataloger Crosstown Traders plans to test its first miniature later this year. Defined primarily as having no more than 24 pages at various dimensions, miniatures can be a more efficient way to get your product offerings in front of