An Online Retailer's Journey Into Catalogs
March 16, 2015

"We learned very quickly that we had no idea what we were doing." That's how Meredith Mahoney, senior director and general manager of Birch Lane, a home décor brand that's part of formerly online-only Wayfair Inc., bluntly assessed the company's start in the catalog industry. Tasked with starting a brand from scratch in seven months, Mahoney and her team at Birch Lane learned on the fly — and self-admittedly made some mistakes in the process. However, what's emerged is a growing brand that's positioned itself for future success.

Printer Lead Times Do Matter
August 21, 2013

There's more to obtaining print bids than price. Printer lead times should be part of the mix. For example, when mail tapes and creative files are due to the printer should be considered. The shorter the deadline when mail files are due to the printer the better. This enables catalogers to include more recent buyers in the mailing.

Making the Best Use of Your Catalog Printing Budget
October 1, 2012

With the cost of printing and mailing catalogs prohibitive for many retailers, those that do need to squeeze every ounce of value out of their catalog budgets. Here are some proven recommendations:

Ikea Catalog Undergoes Digital Transformation
July 20, 2012

Ikea catalog fans are a pretty finicky bunch. The last time the furniture retailer made what some might consider a slight "tweak" to the 61-year-old tome (after 50 years of use, in 2009 it changed its iconic Futura typeface to the more computer-friendly Verdana), consumers went ballistic. Now, it makes an even more ambitious leap with McCann Erickson's makeover of the 211-million circulation pub. In August, the retailer tapped the agency to revamp the famous printed showroom and yesterday debuted a video introducing "A New Kind of Catalogue."

How to Use Catalogs to Drive Sales
July 1, 2012

Cross-channel retailers have heard for years that catalog marketing is no longer practical. It's too expensive and not a sales driver is the line that's repeated. There are hundreds of companies that would argue otherwise, however. When managed properly, a catalog marketing program can still be very profitable. Here are two tips to help your catalog marketing program reach profitability: