Web Buyers Are Changing the Catalog World, Part 1 of 3
A significant distinction exists between buyers whose demand was created by the arrival of a catalog in the mail and who simply placed their orders on the Web vs. those buyers whose demand was created solely by e-commerce (paid or natural search, affiliate programs, outbound e-mails, comparison shopping engines, among others).
This demand was created on the Web, and the order was placed in a shopping cart on the Web. These are “pure Web” customers, whose demand was created on the Web and didn’t come as a result of receiving your catalog.
In part two of this three-part series, I’ll provide tips on how to effectively manage catalog circulation when factoring in Web buyers.
Jim Coogan is president of Catalog Marketing Economics, a Santa Fe, N.M.-based consulting firm focused on catalog circulation planning. You can reach him at (505) 986-9902 or email@example.com.