Carolyn Heinze

With the Internet fast becoming the vehicle of choice for catalog shoppers to place orders, catalogers face the challenge of identifying what inspired those buys to begin with. The more marketing channels available, the more ways companies can reach existing clients and prospects. But unless a buyer purchases the old-fashioned way — via phone, fax or mail — or types the key code of a catalog into the Web order form, it’s tough to determine whether that sale was driven by the catalog, an e-newsletter, a Google search or an intentional visit to your site. Earlier this year, Catalog Success polled multichannel merchants to

An exit strategy isn’t just for those thinking about retirement. What happens if the business owner — due to an unforeseen life event — is suddenly unable to carry out his or her responsibilities? Less tragically, some business owners may begin to feel their talents are better applied to a new venture, requiring successors to take over their existing posts. The good news is that succession planning is closely linked with growth management. “The things that you need in place for a transition to a successor are the things that you need to operate a good business: a solid technology base with

As the number of channels through which catalogers promote their products increases, so, too, does the need for consistency among an organization’s marketing materials. If you want both existing customers and prospects to recognize your brand, the elements that are used in your catalog must appear on your Web site, in your e-mail campaigns and, if applicable, at the retail level. It sounds like common sense, but if your creative processes aren’t streamlined, consistency can be difficult to achieve. “Some companies, like Harry and David, are really good at keeping it all aligned: their Web sites, e-mails and stores,” notes Carol Worthington-Levy, partner

No one can deny that 2007 was an eventful year, testing the business savvy and agility of some of the industry’s most seasoned players. Last May’s postal rate jump (with another increase slated for May this year) coupled with a weak U.S. dollar presented significant challenges for catalogers trying to maintain control of production costs. Next to postal rates, paper poses the greatest challenge to most catalogers. The dip in the value of U.S. currency and the strength of the Canadian dollar have led to considerable downsizing among paper mills. Last year, Domtar, Fraser Papers, Tembec Coated Paper Group, UPM-Kymmene Group and Wausau Paper

Back in the fall of 2005, Larry Gaynor enlisted the Gallup Organization to work with his company. The founder and president of B-to-B salon supplies cataloger The Nailco Group (TNG) had read about the firm’s extensive business consultancy, most notably The Gallup Path, a method that connects employee performance with a company’s bottom line. With annual sales of $85 million and a talent pool of 315 (at TNG, you’re not an “employee,” you’re “talent”), TNG is considerably smaller than most of the companies Gallup works with. Gaynor, however, believed that Gallup’s guidance on employee and customer engagement would benefit his team and, ultimately, the

“I don’t think the catalog business has really changed that much over the years,” contends The Nailco Group Founder and President Larry Gaynor. “The processes involved in producing a catalog haven’t really changed much.” But he has little doubt that the business climate definitely has changed, with the Internet altering how B-to-B customers make purchases, and how catalogers communicate with their suppliers. So how does his company approach the old-fashioned world of cataloging in modern times? “The cataloger really has to figure out, early on, its core competency,” Gaynor declares. Define your niche, model your database frugally. “It’s easy to hook up with a list broker,

With the Internet transforming even the smallest catalogers into worldwide marketing companies, virtually every business at some time or another will be forced to handle international orders. While the process certainly is more elaborate than it is for domestic shipments, it’s not rocket science: Do your homework, avoid unexpected costs. “Today, it’s relatively easy to market and ship overseas,” says Richard Miller, managing partner at North Chatham, Mass.-based Market Response International, an international direct marketing consulting and research firm, and also executive director of the International Mailers’ Advisory Group. Mailers’ ability to communicate quickly with customers, acknowledge receipt of orders and address problems “has become

With the postal rate increase in effect and the marketplace demonstrating fierce competition, catalogers are seeking more efficient ways to handle the database information they accumulate. Certainly, there’s no shortage of companies that offer to streamline the process, but how do mailers know which of them is best for their needs? Here (in alphabetical order) is what the nation’s eight cooperative database firms are doing this year to set themselves apart. Abacus Alliance Acquired by marketing technology firm Epsilon earlier this year, Abacus recently launched its next generation solution, Abacus ONE, based on the company’s current proven modeling system. “We have taken what was

An impromptu trip from Denmark to England started it all. It was the summer of 1973, and while traveling in Denmark, Grant Dowse and Pegge Kirschner decided to take a road trip to England. To make the car comfortable enough to camp in, they bought, among other things, a cotton flannel sheet. They eventually brought the sheet home with them, and later ordered a similar item from an American mail order company. But it wound up being a synthetic version of the English flannel sheet they’d purchased in Europe. That transaction inspired them to launch their own mail order business. Married three years

At the turn of this century, cataloging — and all retailing for that matter — was revolutionized by the emergence of e-commerce. Shopping at home became easier than ever, and consumers warmed up to the concept of wielding their purchasing power with the click of a mouse. Today, so many orders are coming in online that it’s becoming difficult for some catalogers to recall the times when they were all but completely reliant on their call centers for order-taking. Your Web site, however, isn’t just a vehicle through which orders can be taken and processed more efficiently; it’s a powerful data-gathering tool that an