tag:blogger.com,1999:blog-32202893.post4270871831590720600..comments2023-10-18T08:32:17.510-07:00Comments on Kevin Hillstrom: MineThatData: Debunking An Article/Study: Catalogs Still Rule?Unknownnoreply@blogger.comBlogger6125tag:blogger.com,1999:blog-32202893.post-40553507445463195422008-09-22T20:06:00.000-07:002008-09-22T20:06:00.000-07:00In general, I agree with Kevin, as demonstrated by...In general, I agree with Kevin, as demonstrated by a speech I once gave in Germany titled "The catalog is dead. Long live the catalog." <BR/><BR/>My current experience with a highly successful catalog shows that, absent the tracking we once had with consistent source code usage, the catalog is no longer the razor-sharp marketing tool and has become just another implement in the marketing tool chest. Not too different from other, relatively untrackable forms of advertising.<BR/><BR/>That said, I still consider catalogs the most effective tool in our arsenal, since it is one of the most *disruptive* forms of advertising. I have seen Direct marketers with 80%+ of sales coming through the web, who have dropped their catalog circulations and then seen dramatic declines in sales and profitability.<BR/><BR/>In short, are the days of the catalog over? Yes. And no.Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-32202893.post-35815448135214520352008-09-12T13:12:00.000-07:002008-09-12T13:12:00.000-07:00Hello Kevin, First off, Abacus supports the DMA an...Hello Kevin,<BR/> <BR/>First off, Abacus supports the DMA and their efforts to provide catalogers with industry research. That being said, I wanted to clarify Abacus' involvement with the DMA State of the Catalog Industry Report. As a sponsor of the report, Abacus promoted participation in the survey to our clients through a client newsletter to support involvement. The survey was completely conducted, and the results compiled, by the DMA. Abacus had absolutely no involvement with compiling the data from the survey or giving the DMA survey data. The DMA survey results are from survey respondents only. Abacus supplied the DMA with the executive summary from our annual Multichannel Trend Report which is printed in it's entirety as an appendix in the State of the Catalog Industry report under the title "Industry Trends According to Abacus Multi-Channel Trend Report. If you would like to receive a copy of the executive summary from our Trend Report please email me directly at chad.elmendorf@epsilon.com. The executive summary is available to anyone who requests it (current client or not) whereas the complete data findings included in the full report are for the exclusive benefit of current Abacus clients. <BR/> <BR/>Thank you,<BR/><BR/>Chad Elmendorf<BR/>Manager, Customer Communications<BR/>Abacus, a division of EpsilonAnonymousnoreply@blogger.comtag:blogger.com,1999:blog-32202893.post-87631456801203347802008-09-12T05:43:00.000-07:002008-09-12T05:43:00.000-07:00What I find amazing, Kevin, is that you even expec...What I find amazing, Kevin, is that you even <I>expected</I> quality from a DMA pub. <BR/><BR/>Alanrimm-kaufmanhttps://www.blogger.com/profile/11537242246745655184noreply@blogger.comtag:blogger.com,1999:blog-32202893.post-7819949159282253812008-09-10T11:11:00.000-07:002008-09-10T11:11:00.000-07:00Ok Anonymous, allow me to be more specific about N...Ok Anonymous, allow me to be more specific about Nordstrom. First, I worked there from 2001 - 2007, and participated in the termination of their catalog program. I was part of a team that let 1,000 contact center employees go, I had to downsize my team by a third to handle the loss of 250,000,000 in demand that happened when we killed the catalog division.<BR/><BR/>So sure, you can still order from their monthly mailings ... they generate maybe 30,000,000 in demand instead of the 250,000,000 that the old program generated. And, the business was more profitable after than before --- go ahead and read the 10-K statements to verify.<BR/><BR/>I never said that catalogs weren't alive and well. Read the article carefully. I said they are very important for small and growing businesses.<BR/><BR/>But to say that circulation tripled in the past five years is pure folly. That's what is being debunked here.<BR/><BR/>And never once did I say that a portion of the population does not enjoy catalogs. Rural customers, customers over the age of 45, and those who prefer paper love catalogs --- so catalogs have a place among that audience.<BR/><BR/>I do appreciate your feedback, much of it is valid.MineThatDatahttps://www.blogger.com/profile/14014200122021988374noreply@blogger.comtag:blogger.com,1999:blog-32202893.post-32305458474137999472008-09-10T10:50:00.000-07:002008-09-10T10:50:00.000-07:00While I do not believe 'case study' survey...While I do not believe 'case study' surveys should be sold or depended on as evidence, I would have to debunk your article as just as biased and unreliable. <BR/><BR/>Articles that debunk articles while also not reporting facts are much worse than the debunked article in my honest opinion.<BR/><BR/>In your Quotation #2 you stated "Nordstrom killed their catalog division," and had the most profitable year in history..<BR/><BR/>I just ordered a catalog from their website..And you can to! If they did indeed enjoy the most profitable year, the catalog was surely out there supporting them. <BR/><BR/>https://secure.nordstrom.com/services/RequestaCatalog.asp?source=LIFESTYLE&origin=customerService <BR/><BR/>Many well to do companies still depend on their catalogs to promote branding and increase sales. The one company you have mentioned that has done away with their catalog have not yet seen the results of the move. Time has not given either you or them the information to say if it is a good move or a bad one. <BR/><BR/>As an employee in an outsource call center, I know that the catalog is very much alive in todays world. <BR/><BR/>We receive numerous request for catalogs daily, and for one company alone we process over 4000 catalog order calls a day. This is over and above the amount of calls the company receives at their own 3call centers. <BR/><BR/>I know of some 'big name' companies that have upward of 6 inhouse call centers plus outsource to handle the volume of catalog calls. <BR/><BR/>While the internet is a great tool to find and compare items, it is lacking in personal customer service. People still enjoy thumbing through catalogs and talking to humans to place their orders.Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-32202893.post-8392333632484586462008-09-08T21:19:00.000-07:002008-09-08T21:19:00.000-07:00I am hardly qualified in the nuances of the DM ind...I am hardly qualified in the nuances of the DM industry but I have to should a "Go Kevin!" on this post. <BR/><BR/>I am quite tired as well with "Analysts" (or worse anonymous folks) publishing thought pieces that are this short on context and reality. <BR/><BR/>On the positive side I think with time antiquated models will break as people realize that the "interweb" demands a layer of accountability that was nearly unheard of in the past (or not possible). <BR/><BR/>I am reminded of this cartoon that you could mail to Multichannel Merchant:<BR/><BR/>http://www.tranism.com/weblog/images/blogger-gate.jpg<BR/><BR/>:)<BR/><BR/>-Avinash.Anonymousnoreply@blogger.com