Dear Catalog CEOs:
One of you recently said something to me that caused me to pause for a moment. Here's the quote.
- "Kevin, you keep calling us catalogers. We're not catalogers anymore. We're multichannel merchants. Why do you do that?"
I do that because you are catalogers.
Would a retail brand say that they are not a retail brand because they have had a website for the past thirteen years?
Would an e-commerce brand say they aren't an e-commerce brand because they added a social commerce component to their tool set? Or because they enabled commerce on Facebook?
Be proud of yourself.
Name one customer, yes, a customer, who calls you a "multichannel merchant". Go ahead, find one ... I'll wait right here while you go look for just one customer who would voluntarily call you a "multichannel merchant" ...
You are a cataloger.