Bloomingdale's By Mail catalog to be discontinued

Share this content:
Bloomingdale's By Mail catalog to be discontinued
Bloomingdale's By Mail catalog to be discontinued

Macy's Inc. will discontinue the Bloomingdale's By Mail catalog in early 2009 so that it can shift focus of the brand's direct-to-consumer business to the Web site.

With Bloomingdale's online sales far outpacing catalog sales in recent years, parent-company Macy's wants to enhance as a vehicle for the brand. Advertising catalogs produced by Bloomingdale's' marketing are unaffected by the announcement.

"As more customers turn to the Web for access to Bloomingdale's, their shopping experience must be brand-right,” said Michael Gould, Bloomingdale's chairman and CEO, in a statement. The retailer intends “to implement various enhancements to the Web experience, including ones that can bring to life some of Bloomingdale's celebrated special events,” he continued.

Eliminating the paper catalog is also consistent with corporate sustainability and environmental policies of communicating more with customers electronically and less in paper, Gould added.

The restructuring will occur incrementally over the next eight months and will seek to reduce redundancies, streamline operations and create a more efficient and focused organization to capitalize on the opportunities within the online business.

Macy's Inc.'s direct-to-consumer business is expected to exceed $1 billion in sales in 2008. The retailer has opened two 600,000 square foot fulfillment centers in the past year, in Portland, TN, and Goodyear, AZ.


Next Article in Direct Mail

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above