Omnichannel

Catalog circulation planning has changed forever, and knowing how to use your marketing database across all channels is the key to success. In today’s multichannel marketing world, contact strategy is the way to the promised land, while planning channels in isolation is the wrong approach. So how can you adapt to changing multichannel tactics efficiently and affordably? Your Challenges Significant changes have occurred that make planning circ now more difficult than ever, and many once-proven methods are no longer effective: 1. Tracing source codes. Catalog nontraceable factors have increased 20 percent to 60 percent or more, creating the need for regular matchbacks. 2. Internet

With the holiday shopping season upon us, many multichannel retailers are scrambling to find a new marketing approach to salvage something positive out of this troublesome year. Enter customer-centric retailing, the enterprise-wide use of customer data to establish a comprehensive understanding of customer behavior as a foundation for maximizing the relevance of cross-functional retail strategies. In a webinar from the Direct Marketing Association last week, Customer Centric Retailing — Making the Shift to a New Paradigm, presenters Miguel Pereira, director of consulting and analytical services at the customer retail strategies firm Precima, and Nicolle Scavuzzo, director of client services at Precima, outlined how customer-centric

I’ve always believed you put dollars in the bank, not percentages. For example, it’s not the percent of net income that’s important, but the total dollars of profit achieved. To maximize dollars, manage the income statement by the ratios as a percentage of net sales — the dollars will take care of themselves. This month, I’ll review the key ratios of a typical profit and loss (P&L) statement for a B-to-B and a B-to-C catalog company and discuss how these ratios are different today than just a few short years ago. If your company’s experience has been similar to others, sales are

As more retailers turn to the Web, direct mail and catalogs to offer customers alternatives to burning gas traveling to malls, many are taking a crash course in direct marketing, seeking ways to make the direct channel work for them. Last month, we laid out the first five of 10 key principles retailers should follow to make the most of catalogs and the Web to augment their retail/multichannel programs. Here are principles six to 10. 6. Use effective segmentation to select names for catalog contact. While very sophisticated segmentation and scoring models have proven successful at larger companies, it’s best to first exploit the

Today’s publishers are using technology like never before. Click to view the Best of Nxtbook, our signature portfolio piece, showcasing our customers’ greatest projects.

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The past few years have seen rapid growth in digital magazine adoption. Data from the 2007 Gilbane research group shows where publishers are seeing the greatest adoption and where the market is poised to grow further.

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