Catalog Circulation

What Will Catalog Marketing Look Like in a Post-COVID-19 World?
October 26, 2020 at 11:16 am

The coronavirus has been a life-changing event. We've never experienced anything like this before. Baby Boomers were young when polio was nearly eradicated with the Salk vaccine in 1955. At that time, very little was known about polio, which paralyzed and often killed young children. Science has greatly advanced since then. Even so, until we…

How Can Catalogers Manage Their Post Office Mail Delivery Risk During Q4?
October 19, 2020 at 11:52 am

Catalogers are rightly concerned about managing their catalog deliveries through the mail during the election season. Issues include: Will catalogs get delivered? Will catalogs get delivered on time given the turmoil surrounding the Post Office and the election? Will customers respond like a normal holiday season or will response rates be affected by the shadow…

REI Shelves Catalog in Favor of Print Magazine
June 25, 2019 at 6:55 pm

REI is discontinuing its print mail-order catalog and debuting a magazine. Called Uncommon Path, the print publication will run on a quarterly basis and include stories focused on the outdoors. Kent, Washington-based REI is partnering with Hearst Magazines on the project, which will be staffed by a team of roughly six in-house REI employees as…

Inside H&M's Decision to Discontinue its Catalog, and the Future of Print
May 10, 2019 at 2:30 pm

In this episode of Retail Right Now, Total Retail's Kristina Stidham and Joe Keenan discuss the decision by H&M to discontinue its print catalog after 39 years of publication. In addition to analyzing H&M's reasoning for getting out of the catalog business, the pair discuss the future of print catalogs in an omnichanel marketing mix,…

H&M Ends its Print Catalog After 39 Years
May 7, 2019 at 9:44 am

Swedish fashion giant Hennes & Mauritz AB (H&M) said it ceased publication of its print catalog after 39 years. The move follows dwindling interest from customers in flipping through glossy pages of inventory when they can find the latest deals with their mobile phones or computer screens. H&M said abolishing the catalog will contribute to…

Amazon to Mail Holiday Toy Catalog for First Time
November 8, 2018 at 4:02 pm

Amazon.com is dropping its first-ever printed holiday toy catalog to millions of customers starting this month, according to a report on CNBC. The catalog features 70 pages of cozily-clad kids surrounded by toys such as action figures, board games and Barbies, as well as high-end items such as Bose audio gear and PlayStations. The book…

Report: Amazon Planning Holiday Toy Catalog
July 6, 2018 at 11:42 am

Amazon.com is planning to publish a holiday toy catalog in an effort win the toy business that has come up for grabs after the demise of Toys“R”Us, according to a report in Bloomberg. People familiar with the strategy told Bloomberg that the catalog will be mailed to millions of U.S. households and handed out at Whole Foods locations, the grocery…

Measuring Catalog Success in the Digital Age: Part 2
May 17, 2018 at 9:47 am

Part one of this multipart series ran last week.  Here’s the impact that sending a catalog to a lapsed customer can have on revenue: Best Customer Control spend per customer: $8.00 (blends conversion and order value) Test spend per customer: $8.50 Cost of mailing: $0.50 Return on ad spend (ROAS) of mail group: 17x Incremental revenue: $0.50 (breakeven) Lapsed Customer…

Measuring Catalog Success in the Digital Age, Part 1
May 11, 2018 at 12:37 pm

You might think in this multichannel marketing world of increased personalization and automated response where consumers buy or pass in a split-second at a surging number of contact points, that the catalog is dead. You would be wrong. Times have changed, for sure, but the catalog has endured, often bringing in big numbers for mailers.…

Sears to Bring Back its Iconic Holiday Catalog
October 26, 2017 at 11:47 am

This week, Sears announced it's bringing back its iconic holiday catalog. The department store chain hasn't had a catalog since 2011. CNBC reports Sears has "reinvented" the 120-page gift guide, which includes holiday decor, home furnishings, games and toys, appliances, apparel and more. There will also be a digital version available on the retailer's app…