Catalogers’ Updates • Gander Mountain: Twelve years since it last mailed a catalog, this hunting, fishing, outdoor apparel, and lifestyle products and services marketer has returned to the catalog industry. In late April, Gander mailed a 324-page catalog from its Overton’s subsidiary containing products from Overton’s, Gander Mountain and others to more than 2 million customers. Plans call for catalogs carrying exclusively Gander Mountain products to be mailed later this year. The company also expects to convert its informational Web site into a transactional one later this year. • Dell: The personal computer marketer continued its recent cost-cutting initiative by laying off 250 workers
Lately I’ve noticed I’ve been getting repeat mailings from large B-to-B office suppliers — and they all look the same. It probably doesn’t help that Office Depot, Staples and OfficeMax have similar corporate colors. They all seem stuck in their “10 percent or $10 off” offer, or some version of it. To make matters even more boring, the mailings always seem to be in one of two or three standard formats. You know the ones: large postcards, #10 solo or folded flyer.
You look at them and say, “Oh, that again,” and toss it. It got me thinking about the opportunity we
NEMOA at 60: ‘Small’ Event Yields Big Ideas This month’s NEMOA conference in Portland, Maine, Sept. 19-21, marks the 60th anniversary for what started — and remains — a small specialized trade group. For many long-time members, NEMOA is all about conferences. The group holds semiannual conferences each March and September designed for catalog/multichannel marketers. “The main value of NEMOA is being able to get together and network,” says 20-year member Dan Walter, president and founder of Eagle America, a woodworking tools and accessories catalog. “You learn tricks of the trade from the people you meet, whether it be from a high-powered speaker
Sur La Table 163,680 56,295 191 $85 cookware Mokrynskidirect 12/06 9/05 Dog.com 139,829 51,031 174 $115 pet supplies List Locators 9/06 5/05 & Managers Knit Picks 73,502 27,347 169 $60 crafts Walter Karl 6/06 6/05 Cutter & Buck 70,938 30,555 132 $147 men’s apparel Mokrynskidirect 1/07 1/06 Kinsman Co. 27,090 12,695 113 $83 gardening supplies D-J Associates 12/06 9/05 Fannie May Confections 72,173 34,794 107 $36 candy, chocolates Millard Group 11/06 10/05 Leichtung Workshops 20,312 9,958 104 $52 woodworking tools Names & 9/06 7/05 Addresses Orion Telescopes 33,445 16,849 99 $175 telescopes Millard Group and Binoculars 7/06 7/05 Time for Me 141,411 71,958 97 $95 women’s apparel Mokrynskidirect 1/07 10/05 Siegel Display Products 33,569 17,474 92 $300 promotional display products Direct Media 10/06 10/05 Smith & Hawken 140,722 74,971 88 $125 gardening supplies Belardi/Ostroy ALC 11/06 10/05 Redding Medical 13,689 7,642 79 $95 nursing supplies Fasano and 12/06 8/05 Associates Penn Herb Co. Ltd. 26,459 14,837 78 $54 natural remedies Walter Karl 4/06 5/05 MidWest Edwin Watts Golf 328,416 185,448 77 $250 golf equipment Venture Direct 8/06 5/05 Worldwide Staples 3,843,101 2,183,681 76 $250 office products Direct Media 12/06 11/05 Sporty’s Men’s Collection 12,926 7,368 75.4 N/A men’s recreational products Millard Group 1/07 5/05 New England Business 1,114,626 636,766 75 $120 office products MeritDirect Service (NEBS) 12/06 9/05
In the two and a half years since its faltering performance led to the resignation of CEO Bruce Nelson, big box multichannel retailer Office Depot has struggled to regain its footing. But in an interview with Catalog Success Editor in Chief Paul Miller during last week’s National Retail Federation convention in New York, current president, North American Retail, Chuck Rubin said he believes the company is carving out a solid niche for itself alongside not only its two top rivals, Staples and OfficeMax, but also other multichannel retail powerhouses like Target, Wal-Mart and even Costco. Catalog Success: How do your different marketing channels work in
Rex Ciavola, senior vice president of marketing operations at Office Depot and Viking Office Products, doesn’t let minor setbacks like postage and paper hikes dampen his spirit. Rather, he sets out to find other ways to attain the Utopian, “better, faster, cheaper” way to print. Ciavola oversees the A-to-Zs of both of the organizations’ marketing initiatives, including all retail advertising, direct mail, inserts and catalogs. He leads a collaborative, global marketing and production organization that includes the Office Depot team in Delray Beach, Fla.; the Viking team in Torrance, Calif.; and teams based in Europe and Japan. The combined organizations have internal staffs that
By Joe Dysart Seasoned etailers realize a Web site is more than just a "billboard in cyberspace." They know the best sites create inviting, easy-to-use environments. Indeed, they're interactive tools where prospects and customers can learn about a company and buy products. To be sure, a Web site is not a technological homage to yourself, your company or a Web designer. That said, however, showy, forever-to-download sites that are cool but little more than impediments to e-commerce are all too common on the Web. Indeed, the Webscape is littered with them. This article will explore how to avoid adding yours to the heap
Seasoned etailers realize a Web site is more than just a “billboard in cyberspace.” They know the best sites create inviting, easy-to-use environments. Indeed, they’re interactive tools where prospects and customers can learn about a company and buy products. To be sure, a Web site is not a technological homage to yourself, your company or a Web designer. That said, however, showy, forever-to-download sites that are cool but little more than impediments to e-commerce are all too common on the Web. Indeed, the Webscape is littered with them. This article will explore how to avoid adding yours to the heap of Web junk. Usability
By 2005, online sales are expected to become nearly one-third of a cataloger’s business, according to The Direct Marketing Association. To track the success of your online efforts, you need a way to measure the effectiveness of your Web site — and your efforts to get people to visit it. What’s more, your measurements should go beyond the typical Web-server log-file analyzers that offer only performance- and site-driven data such as the ambiguous number of hits, page views, user sessions and unique visitors. Today, more powerful tools are available to measure campaign success, customer experience, e-commerce activity and overall return on investment (ROI).
Business-to-business Mega-Cataloger Viking Office Products Thinks Locally Across a Vast Global Workflow Founded in 1960, Viking Office Products is legendary for its customer service. But as the Torrance, CA-company expands into more and more countries around the world, another remarkable story is taking shape: International business done with the local culture in mind. For the challenge of keeping the Viking brand intact across national boundaries, and in spite of cultural differences, streamlined asset management and workflow are a major aid. Prior to Viking's merger with Office Depot, sales in fiscal 1998 were approximately $1.5 billion, all through mail order. Viking's annual sales are