April 11, 2007

Selling Homes Via Catalogs, In 1908 And 2007

Bass Pro Shops joins Orvis in the sale of log cabins via catalogs, according to DMNews. This is an interesting way to differentiate yourself from all of the other businesses targeting middle and upper-income Americans. The gross margins can't be bad either.

Many of you may not be aware that selling homes via mail order is a concept that is a hundred years old. Sears, which amazingly placed catalogs in one out of every four homes back in 1908, sold homes via catalogs.

The article is worth reading, proving yet again that Multichannel Marketing has been around for a century, proving this is not some new, mysterious concept.

Page Counts When Bifurcation Hurts All Other Customers

Yesterday we talked about the fact that best catalog customers (a minority of your file) deserve MANY catalogs that are merchandised with...