A CEO’s Guide To Catalog Circulation ’08 (Part 1 of 3)
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In the first half-decade of e-commerce, the online channel didn’t garner enough sales to fundamentally change catalog circulation strategies. By 2000, however, it became difficult to ignore e-commerce sales. Internally, discussions focused on the marketing tools that drove e-commerce sales. For many catalogers, sales over the phone or via the mail began to decrease. Some noticed that every time a catalog was mailed, e-commerce sales peaked. Conversely, when there were gaps in the catalog marketing strategy, e-commerce sales slumped. Logically, one hypothesized that catalogs were responsible for e-commerce sales.
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