Print Alternatives: Can't Afford Catalogs Anymore?
Whether you’re a retailer who distributes weekly fliers or only use fliers occasionally, there are metrics to measure the effectiveness of your fliers in attracting customers.
Oh, Those Catalog Requests
CS: How important is it to encourage and generate catalog requests? Can online catalog requests really convert to catalog buyers?
LETT: Catalog requests are like diamonds in the rough. Make a strong offer to catalog requestors and you’ll increase your conversion rate. You can do two things:
- Slap a label on the cover of catalogs being used to fulfill catalog requests stating your offer.
- Make an offer to the inquirers or requestors you’re remailing as part of your normal mailings. Fulfill inquiries within 24 hours. Just don’t overmail the Web-generated inquiries because those consumers tend to produce a lower conversion rate.
CS: Any other kind of mail?
McINTYRE: Best-customer mailings can be highly profitable, but they’re usually expensive and complex to get started.
Think about the 9 [inch] x 12 [inch] package you get from Harry & David each year that lists everyone you gave gifts to last year. That type of mailing has been the top performer in response and ROI for every food mailer I’ve seen.
LETT: What’s more, if you need to generate additional demand revenue, consider adding another mailing to your better customers. It’s hard to overmail your top-
performing RFM housefile segments. You can generally squeeze more revenue from these dependable customers by mailing them again (and again).
More Sales, Less Mail?
CS: How can catalogers generate additional sales without mailing more catalogs, postcards or fliers?
LETT: Use your call center. Empower your telephone sales reps to make offers to customers while they have them on the phone. A high percentage of all catalog orders still result in a phone call to your call center. Give the call center more than one offer from which to select, and let your telephone reps select the offer they feel is most appropriate for each particular caller.