… reads the headline in an article published by Ken Magill for the retail media press Multichannel Merchant. Coming on the heels of an industry press briefing hosted by Catalog Choice, Ken published this article clarifying for the industry the benefits of working with Catalog Choice.
The article’s lead sentence kills one myth that has been floating around about Catalog Choice:
The last thing Catalog Choice’s executives want to do is kill the mail-order industry, they said in a press briefing Wednesday.
Ken notes that Catalog Choice …
wants to help catalogers clean unresponsive names from their files and broker better relationships with customers who want to buy from them, but want to conduct the relationship electronically or simply want fewer catalogs.
and he references the changes that are occurring in the market place by quoting a statement I made during the press briefing.
“We understand the analytics historically, but it’s a new world now and this is an opportunity for a one-to-one marketing program where you can reach out directly to these customers and at the same time eliminate customers that have no interest in your catalog.”
Our press briefing, merchant meetings, conference attendance and other out reach activities are all part of the effort to make Catalog Choice work for merchants and consumers alike. We are showing that honoring customer choices is good for business and the environment.
I do a lot of direct mail and have tried to stay as gree as possible. We found a cool DVD that is green (uses 50% less plastic, 100% recyclable, 71% and 50% smaller carbon footprint in production and transport). It also weighs less than normal DVDs which saves on postage. Google flex-lite DVD.
Excellently well said. I can go along with this. I have been going online and exploring several catalogs but still not buying stuff.
I simply cannot understand those catalog merchants who insist on sending unwanted mail to individuals. I for one would never buy anything from a merchant who refused to accept my decision to stop it’s mailings. Seems to me, they are throwing money away (I’d rather they throw it my way).
We all still enjoy shopping on line, but if every transaction generates new catalogs being mailed, we’re not going to. There needs to be a way that every merchant only sends a catalog or email IF the person checks the box – it should not be that they have to uncheck a box. I have also noticed that some merchants, whom I love to shop with, such as Chef’s, seem to generate a new customer number and catalog every time we ordered in the past – it’s only clear now that we have been tracking this for 6 months. These companies need to get smart about sending just one catalog per mailing address and only IF the family wants one at all (see above).