Print Alternatives: Can't Afford Catalogs Anymore?
Be willing to pay a commission for add-on sales. You’ll be surprised how much incremental revenue you can generate from your own call-center employees.
CS: What’s the top print choice for driving Web sales?
LETT: No doubt, the catalog remains the largest single driver of traffic to the Web. Every time we do a matchback, 50 percent to 75 percent of the Internet results are allocated to the housefile.
Another 10 percent to 20 percent of these results should be allocated to outside rented lists (this varies based on how much prospecting a company is doing).
McINTYRE: One cataloger I know sells to sophisticated, techie consumers — just the folks who “don’t need a catalog” to stimulate sales. This cataloger is also very good at search engine optimization, pay per click, e-mail — all the right things to drive Web sales.
You’d expect that company to care little for its print catalog channel — yet its reps tell me that 80 percent or more of its Web sales are driven by catalog mailings. They consider the catalog the core of their business.