Go figure. Mailed catalog sales remain the highest single priority for most catalog companies. But a minority plan to invest in increased mailing frequency, and many plan to put their dollars into the Internet.
Those are among the findings of a new study by Transcontinental Printing Catalog Group. The report was released at ACC, the 2005 catalog conference in Orlando.
Of the 100 catalog firms surveyed, 78% listed mailed catalog sales growth as a business priority. The runners-up were Web site sales (73%); enhancing multi-channel offerings (72%); and pursuit of 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. But only 17% said they would 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 their personalization efforts.
Asked what their biggest day-to-day concerns were, catalogers cited paper sourcing/purchasing, postal logistics and new press and pre-press technologies.
What do they consider important? Almost 70% cited paper (the remainder said it is unimportant). Only 35% find data important vs. 65% who say it is not. In a surprise, digital content was viewed as unimportant by 62%, and Web sites by 67%. However, 54% said technology is critical.
Asked what would persuade them to switch printers, roughly half cited superior quality, lower prices and faster delivery. Lagging behind were reasons like technology, salesperson knowledge, inexperienced CSRs and close vendor proximity.
And the most important products and services provided by printers include mailing, paper and technology. Of the services not offered by their printers, Web sites were ranked as important by 30%, and data by 27%.
One fourth strongly agreed with the statement, “It’s important that my printer be environmentally friendly and socially responsible.” Only 4% disagreed.
Transcontintental surveyed decision makers at 100 U.S. catalog businesses. The data was tabulated by Miller Research Group.
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