Catalog Circulation

5 Stories That Generated the Most Discussion in 2015
January 6, 2016 at 9:49 am

What follows is a list of the Total Retail content in 2015 that generated the most reader comments. You’ll see that our readers are highly engaged when it comes to content on shipping rates — who isn’t when it has such an impact on your bottom line — social media marketing, payment options and cooperative…

Getting the Most From Your Catalog Tests
November 25, 2015 at 2:22 pm

PATIENT: “Doc, we do tests, but I don't feel that we learn much from them. What are we doing wrong? What should we change?” CATALOG DOCTOR: "Try building your tests differently to get clearer, more actionable results. Here are some tips for what to do, and what not to do.” Optimizing an Offer Test The goal:…

When You Need to Cut Even Deeper
October 22, 2015 at 10:01 am

PATIENT: “Doc, I really need to cut catalog program costs again, but without impacting sales. We've already done the standard things like lighter paper, fewer pages, operational efficiencies, and so on. What's left?” CATALOG DOCTOR: “You've done well so far. What's left isn't as easy as the standard cuts. Most require study and elbow grease.…

Sales Down? Looking for Causes? Here's a Checklist
August 21, 2015 at 12:34 pm

PATIENT: “Doc, we've recently experienced a sales drop and I don't understand why. What's the best way to track down why it happened and how to fix it?” CATALOG DOCTOR: “You're doing right to quickly dig into causes behind the sales drop. The quicker you know why, the faster you can fix things. Here's a…

Aging Audience Dying? Or Just Evolving?
July 20, 2015 at 1:49 pm

“Our audience is dying. We need to attract a younger audience to get sales back up.” I've heard this over and over for years from both consumer and business catalogers. Yet their age-range demographic reports usually show counts remaining stable, not declining. What's up? While it’s true for catalogers with older customer bases that a…

Why and How Creative Should Talk to Circulation
June 22, 2015 at 4:12 pm

Catalog creatives generally feel like they live in a different universe than circulation folks. However, both share the same catalog goals and you'll find you can achieve those goals faster and better by communicating with each other. Here are some tips on how and when to talk. Before You Begin Your Next Design Cycle 1.…

How Deep is Your Catalog’s Prospecting Universe?
June 3, 2015 at 3:07 pm

A primary question for catalogers is how deep is their prospecting universe. Catalogers need to know how deeply and frequently they can prospect above breakeven for new customers. Knowing your catalog’s profitable prospecting universe is necessary and important because the business model for catalog marketing is really pretty simple: prospect for new customers at or…

SkyMall is Back and Has Big Plans
June 1, 2015 at 2:18 pm

If you were worried about where you were going to get your zombie garden gnome, here's some relief. The company that bought the bankrupt in-flight shopping magazine SkyMall says they're bringing back the catalogs to airlines. "@Skymall is back," the company's twitter account retweeted this week, setting off a series of tweets and news coverage.…

The Rebirth of the Print Catalog
May 27, 2015 at 3:07 pm

There’s been a lot of press lately about the renaissance of the print catalog. While catalogs never truly went away, there was a period there that the “death of the catalog” was more than just a whisper. Brands were ditching print in favor of cheaper, “more effective” digital marketing efforts. That’s no longer the case.…