Catalog Circulation

Post-COVID Mailing Strategy … Be Careful Not to Overmail
August 18, 2021 at 5:28 pm

The horrific pandemic caused people to stay home most of the year, which created a large spike in orders for many direct-to-consumer companies, both catalog and digital. The increase in demand was so significant that it caused issues for the supply chain. Many retailers scrambled to purchase inventory in order to meet the order demand…

Catalog Printing Schedules Are Disrupted for This Holiday Season
August 11, 2021 at 6:48 pm

Prices for catalog paper increased again on August 1. Paper price increases have continued over the past several months. Printers are now being allocated paper by the mills, which means printers aren't able to get all the paper they've ordered. As a result of this supply chain backlog, printers are sold out of press time…

Predicting Sales as the Pandemic Fades
July 1, 2021 at 4:20 pm

The pandemic is fading. How can catalogers predict sales for the second half of the year? Here are some points to keep in mind: Catalogers are finding that their sales are decreasing or remaining steady depending on their merchandise category. Some categories were still white-hot this spring, with gardening being a prime example of a…

Raising Postage Rates for Catalogs Isn't Economically Justified
June 24, 2021 at 12:17 pm

The USPS’s announcement of new, higher postage rates for catalogers and all other mail is a mistake and should be rolled back. The attempt to boost revenue by raising rates may very well have the exact opposite effect: catalogers will drastically scale back on the number of books they put into the mail, suppressing USPS…

Catalog KPIs … Keeping Your Eyes on the Ball
April 28, 2021 at 7:02 pm

Key performance indicators (KPIs) are important to any print catalog or digital marketing business. Knowing how often and which KPI to track can make a huge difference to your profit and loss (P&L) statement. You need to separate the “nice to know” from the “need to know” information. Tracking nonessential KPIs might make you feel…

Catalog Costs: How Low Can You Go?
March 29, 2021 at 5:19 pm

Direct mail is experiencing a long overdue resurgence for retailers, hastened by the pandemic. Increasingly crowded ads on social media and Google, full email inboxes, SMS dings all day long ... while the much-maligned mailbox remained emptier as credit card offers dwindled and in-store postcard coupons were recycled. It’s not surprising that many e-commerce brands…

Managing Pandemic Catalog Buyers
February 18, 2021 at 2:30 pm

Many catalog mailers are seeing large increases in revenue and growth in their new-to-file buyers because of the surge in pandemic-driven online purchases. However, with the growth in the number of buyers comes lots of uncertainty. Are these new buyers different than buyers pre-pandemic? The business issue with the significant influx of pandemic buyers is…

Catalog and Digital Marketing … The Future is Here Now
January 20, 2021 at 1:55 pm

2020 is a year we will always remember, yet one we would like to forget. It was a year that changed our lives forever. Some have been affected more than others, but we all have a story to tell. People talk about “the new normal,” but what exactly does that mean to retailers and direct…

Ikea to Discontinue its Print Catalog
December 8, 2020 at 6:47 pm

Swedish furniture giant Ikea is ending production of its famous catalog, saying the thick compendium of affordable sofas, knickknacks and housewares will leave "a phenomenal 70-year legacy." Shoppers aren't using the catalog like they used to, said Konrad Grüss, managing director of Inter IKEA Systems B.V., the worldwide Ikea franchiser, citing changes both in the…

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…