2011 Cross-Channel Trends: Clear Skies Ahead: Recovery and Growth Forecasted for 2011

Catalogs represent the biggest challenge of the upcoming year for many cross-channel retailers. Paul Fredrick and The Golf Warehouse still plan to mail catalogs this year, but they'll be coping with the headache of rising postage and printing costs vs. 2010.

Cross-channel retailers got somewhat of a reprieve last year when the Postal Regulatory Commission (PRC) denied the U.S. Postal Service's exigent price increase request, which would have raised catalog postage rates by as much as 10 percent. However, the USPS filed an appeal on Nov. 23, with the PRC having until Jan. 14 to respond to the appeal. Retailers will have to sit tight in the meantime, waiting to find out the results of this ongoing battle.

Retailers don't have to sit tight on other channels, however. Begin evaluating what worked and what didn't in 2010. Continue the strategies that worked and keep improving on them; ditch those that didn't work. By constantly working at improving your website and integrating social media and mobile into your marketing mix, you might just continue on that road to recovery.