EDITORIAL: Who Will Win?

Share this content:
As the stock market continues its seesaw antics, it's becoming evident that the bricks may win over the clicks in the end -- at least if the old-line powerhouses keep adapting to the new way of doing business. An edge many of the traditional retailers and catalogers have over their cyber counterparts: They can spread their fixed costs over much higher volumes (think Wal-Mart). They also have firmly established brand identities and operations.

An item in last week's Wall Street Journal said consumers want choices on how they get the goods, too, because home delivery isn't always convenient. That's another plus in the traditional companies' column. Meanwhile, CDW Computer Centers saw its stock price soar last month because of a strong first quarter. Analyst David Manthey attributed the high earnings to the company's excellent customer service levels in its 20 years of business. Other catalogers didn't fare too poorly, and some saw increases as well, while Amazon.com, DoubleClick and other Internet stocks took quite a beating.

Why the shakeout now? Wall Street and venture capitalists are finally saying enough to financing companies that lose money year after year. But how long will they find true happiness with the traditional catalogers and retailers?

Next Article in Marketing Strategy

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