Catalog Circulation

Turning Lists Into Profits
August 11, 2017 at 2:58 pm

Catalog marketers are overwhelmed with data. They need to measure what’s important and keep track of the data that’s critical to the health of their catalog’s circulation, and do away with the rest. Here are tips on how to do just that:

L.L.Bean Rebrands to Be More Digital
July 20, 2017 at 12:12 pm

L.L. Bean is stepping away from its traditional back-to-school catalog. Ad Age reports the Maine-based retailer is rolling out a new website with a digital push and three TV spots centered around its new "Be an Outsider" campaign. It's all part of an effort from the traditional catalog business to become more digital centric.  "The campaign…

Solving the Attribution Puzzle
June 22, 2017 at 1:17 pm

Catalogers rely on matchbacks to compare catalogs mailed against the response rates from their various housefile and prospecting list segments. However, matchback attribution rates, which are the percentage of orders that can be allocated back to a catalog mailing, are decaying. It’s important that the attribution of orders can be as high a percentage possible.…

Fighting for Catalogers’ Futures
October 10, 2016 at 5:07 pm

It can be easy for a catalog, or really any type of retail CEO, to overlook things. After all, especially with a catalog operation, there are so many factors that go into running a profitable business, right? Unless you’re a small mom-and-pop shop, wherein you personally oversee everything from soup to nuts, if you can…

How True&Co. Leveraged Online Data to Move Offline
September 16, 2016 at 12:08 pm

Anda Pho, head of marketing at True&Co., the lingerie retailer that uses an online fit quiz to size bras for women of all shapes and sizes, explained yesterday at NEMOA’s directXchange 2016 Fall Conference how the company has revolutionized the bra-buying process. Data is Everything “Making a bra is like making a car,” Pho said. There…

Macy’s Prepares for Digital Shift
August 17, 2016 at 9:54 am

Macy’s announced a major strategy shift last week that will affect a significant number of its brick-and-mortar stores. The department store chain will be closing 100 of its 728 locations next year — approximately 14 percent of its stores. These closures signify Macy’s acceptance of the modern retail landscape laid out by e-commerce giant Amazon.com,…

And the Winner Is …
August 15, 2016 at 7:33 pm

As you’re all well aware, we’re closing in on the election of the 45th president of the United States of America. (I’ll keep my thoughts on the two candidates to myself.) And though you might not have thought to connect the two, elections impact catalogers’ circulation plans. Presidential election years cause high anxiety for catalogers.…

HSN Plans to Sell Off 2 Catalog Businesses
August 5, 2016 at 11:47 am

TV and online retailer HSN Inc. reported a 4 percent drop in net sales and a sharper 36 percent decline in profit for the second quarter, prompting a shuffling of managers and the planned sale of two of the company's apparel lines — TravelSmith and Chasing Fireflies. CEO of HSN, Mindy Grossman, said the company…

L Brands Discontinuing Victoria's Secret Catalogs, Swimwear
May 20, 2016 at 11:00 am

Victoria’s Secret catalogs are about to become a thing of the past. Leslie H. Wexner, founder of Victoria’s Secret parent company L Brands, confirmed the move on Thursday during the annual meeting of shareholders at the retailer’s Columbus, Ohio headquarters. The move is part of a series of changes designed to simplify the business and accelerate growth,…

A Savings Plan
May 10, 2016 at 2:02 pm

Catalogers are finally seeing some cost relief with the expiration of the exigent postage increase on April 10, as well as softening paper prices. Aggressive work over the past two years by the American Catalog Mailers Association (ACMA) in challenging the ceiling of the exigency rate before the postal regulator and in a U.S. Court…