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 Bloomingdales.com Web site.

With Bloomingdale's online sales far outpacing catalog sales in recent years, parent-company Macy's wants to enhance Bloomingdales.com 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.

close

Next Article in Direct Mail

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

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