Go figure. Print catalog sales remain the highest priority for most catalog companies. But just a minority intend to invest in increased mailing frequency, and many will put their dollars online.
Those are among the findings of a new study by Transcontinental Printing Catalog Group. The report was released at the 2005 Annual Catalog Conference in Orlando, FL in May.
Of the 100 catalogers surveyed, 78% listed mailed-catalog sales growth as a business priority. The runners-up were Web site sales (73%), enhancing multichannel offerings (72%) and pursuing other revenue streams (61%).
In choosing areas for significant investment, the Internet led at 66%. Other options included use of house files (54%); list sourcing (40%); increased mailing frequency (35%); and catalog quality (26%).
The biggest obstacle to catalog business growth? For 39%, it’s the expense of mailing, distribution and delivery. And a mere 17% said they’d make significant investments in their distribution and shipping capabilities in the next 12 to 24 months.
Meanwhile, only 32% — mostly big catalogers with high mail volume and page counts — are using ink-jet technology in personalization efforts.
Asked what their biggest day-to-day concerns were, catalogers cited paper sourcing and purchasing, postal logistics and new press and prepress technologies.
When questioned about what would persuade them to switch printers, roughly half cited superior quality, lower prices and faster delivery. Lagging behind were technology, salespeoples’ knowledge, inexperienced customer service representatives and proximity to vendors.
And the most important products and services provided by printers include mailing, paper and technology. Twenty-five percent strongly agreed with the statement, “It’s important that my printer be environmentally friendly and socially responsible.”
The data was tabulated by The Miller Research Group Inc.
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