Editor’s Take
With an industry as diverse as the catalog/multichannel business, it’s never easy to draw conclusions. But having gotten around a lot this year — perhaps more than ever before — I came to several conclusions about where the business is heading.
1. Catalogers are working harder than I’ve ever seen. That common observation that they did more than merely mingle with vendors says a lot. It may be tough to draw a lot of money out of consumers’ pockets now, and rising costs may be crippling, but catalogers can’t be faulted for not trying hard enough.
2. More creative and practical vendors. Over the past year or so, NextAction, Abacus, CMS-Prefer Network, Brown Printing and others have launched new services or enhanced existing ones. Some have partnered with firms from other lines of work. Printer Quebecor World, which filed for Chapter 11 earlier this year, has teamed with Daystar Wheaton Group to offer database services.
3. Look for the fall/holiday season to jump-start catalogers. Though many will dance with the devil by OD’ing on promotional offers such as free shipping again, between more aggressive catalog and direct mailings and e-mail blitzes, catalogers could be in prime position to see some nice sales gains.
Cockeyed Optimist?
Maybe I just want to spread goodwill; I don’t know. But despite the negativity all around, I came away from the conference feeling upbeat about the future. Why? Consider these two thoughts:
1. The economy may not be a whole lot better by the fall, but the price of gas will likely be so high that more consumers will lock their car keys in a drawer and do their gift buying from home, which can only provide a boost for direct/multichannel merchants.
2. Consumers will be more optimistic once they get a better idea of who will replace President Bush. Besides, anybody who replaces Bush will be an improvement.
