Nikhil Behl

Below, our annual index of all stories that appeared in Catalog Success throughout 2006, including this issue. (For easy reference, use the print screen.) Cataloger Profiles Cover Stories United Receptacle: “B-to-B Goes ‘Plug and Play’” by Alicia Orr Suman, January Reiman Publications: “The Synergistic Approach” by Alicia Orr Suman, February Boston Proper: “Billion-Dollar Opportunity” by Donna Loyle, May Spiegel Brands: “How Spiegel Recovered” by Paul Miller, June Smarthome Direct: “Growth the Smart Way” by Matt Griffin, July J&L Industrial Supply: “Shaped Up, Shipped Out” by Paul Miller, August Northern Safety Co.: “Safely Ahead of the Game” by Matt Griffin, September AmeriMark Direct: “Steady

director of sales centers, HP Home © Profile of Success, Catalog Success magazine, July 2006 Interview by Matt Griffin Catalog Success: When was the catalog established? Nikhil Behl: It was established in November, 2002. CS: What is your primary merchandise? NB: HP's consumer direct business in the U.S., entire portfolio of consumer products. More than 4,000 HP home office and supplies, everything from made to order desktops and PCs, as well as inks and paper. Cameras, printers, fax machines. CS: Where did you grow up? NB: New Delhi, India. I went to high school there. I attended a small private

Optimize your processes for the norm, not the exception. Fraud accounts for less then 0.5 percent of our sales, but we were so paranoid about it, we had processes in place that made ordering through our call center painful for regular, loyal customers. Make sure the policies you have in place don't adversely affect the people who are buying from you on a regular basis. —Nikhil Behl, VP, sales and support, HP Home and Home Office

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