- Catalog is not truly a channel, it is an advertising vehicle that drives sales to the telephone, website or retail channel.
- How do you deal with price changes in print (where prices are fixed in stone for the life of a catalog), verses in stores or on a website?
- Do you have a separate sale/discount website, or do you integrate it with your primary website?
- How should the online/catalog business allocate sales to the advertising vehicle that drove the sales? For instance, if a customer received two catalogs and four e-mail campaigns, and uses Google to search for merchandise, which of those six advertising vehicles and/or search is responsible for a website purchase? And if all are responsible for the purchase, how do you allocate the sales in a way that is fair?
- Once allocation is done "right", how should the executive allocate marketing budget across various advertising tactics?
- The importance of collecting accurate data --- as well as the importance of not getting bogged-down in having "too many metrics".
- Do you use e-mail campaigns for sale offers or free-shipping, verses SHOULD you use e-mail campaigns for sale offers or free-shipping?
- Are square inch analyses of catalog offerings still valid?
- What is the next big thing in multichannel retailing?
More information tomorrow.