Catalog Archives - Page 52 of 60

For Catalogers, Print Rules

Go figure. Print catalog sales remain the highest priority for most catalog companies. But just a minority intend to invest in increased mailing frequency,

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Accelerated Analysis

THE NEED FOR SPEED HAS reached Hoffman Estates, IL. After relying for decades on a mainframe database with limited analytic capabilities, Sears Customer

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HoneyBaked Ham’s E-mail Recipe

IF EVER THERE WAS A MULTICHANnel merchant, it’s the HoneyBaked Ham Co. The venerable firm sells home-style food through catalogs and over 300 retail outlets,

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Calculating Incremental Response

When measuring the effectiveness of a promotion, it’s not enough to know the overall response and revenue. What you really need to measure is the incremental order activity generated by the promotion.

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HP Opens Door to Hispanic Market

According to the U.S. Small Business Administration, the number of small and midsize Hispanic-owned U.S. businesses is now at about 2 million and expected to grow to 8 million by 2010.

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A Clean B-to-B Database Reaps Almost Instant ROI

Building and maintaining your business-to-business house file can be daunting, says Bernie Goldberg, president of Yardley, PA-based Direct Marketing Publishers.

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Best Book Forward

The needs of prospects, who may never have seen your catalog before, differ from those of returning buyers, who already have some relationship with you and know what to expect inside the book.

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The Latest Matchback Tools

By now most multichannel merchants know about matchbacks and the importance of understanding where online and retail buyers are coming from rather than guesstimating the percentage of sales driven by the catalog or an e-mail campaign.

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Lego Builds Brand Brick by Brick

Staying true to its mission of providing creative, confidence-building toys for children while continuing to expand its number of customer touch points has been integral to the success of Enfield, CT-based Lego,

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Creative Differences

Strong catalog creative, from compelling imagery to easy-to-read typefaces, is an essential component of effective branding, Glenda Shasho Jones, president of New York-based consultancy Shasho Jones Direct, said at last week’s New England Mail Order Association spring conference.