4 Steps to Increase Online Conversion Rates — Catalog Success Webinar Recap, Part 2

For catalog/multichannel merchant Creative Irish Gifts, 2005 proved to be a turning point. After 18 straight years of profit growth, the marketer of Irish and Celtic-themed gifts was confronted with a crisis. It was greatly overmailing a tapped-out prospect universe, said Rob O’Connor, vice president of Creative Irish Gifts, during the recent Catalog Success webinar, The Coordinated Sell — Redefined for 2009 & Beyond, sponsored by Sigma Micro. The result: For the first time in the company’s history, it lost money.