How the Catalog Fits Into the USPS’ Future
* Personalization. The key is to use this tool without crossing the line to being “creepy,” Mastervich said. “Don’t let the consumer know you know so much about them,” he added.
* Precision. This involves putting all of this together in the correct order, particularly timing and deliverability. Know the optimum time for your catalogs to be in-home, and then work to deliver on that, Mastervich said. Also, it’s important for your call center to beware of in-home dates, he added, so it’s properly staffed to handle surges in call volume.
2. Practice good hygiene. Undeliverable as addressed mail costs the USPS $5 billion a year, Mastervich reported. “Cleanse your lists, particularly addresses that are obtained on your Web site,” he advised.
3. Offer options. Citing the statistic that 47 percent of all consumers abandon shopping carts, Mastervich advised the audience to offer all shipping options on their Web sites. Don’t give the consumer a reason to abandon a purchase at the last moment because of high shipping costs.
“How can the Postal Service partner with catalogs, cause in reality one depends upon the other?” Mastervich asked the audience. If this ACMA event is any indication, where several members of the Postal Service’s top management have participated, including Postmaster General and CEO John Potter, it appears the process has begun.