Standalone Catalog Business Is Gone

Share this content:
SAN FRANCISCO -- Mokrynski & Associates senior vice president Steve Tamke wasted no time in telling catalog industry professionals at The Annual Catalog Conference here yesterday how important the Internet has become to their businesses.

"I keep telling myself I'm never going to call it the catalog business anymore," he said. "It's the catalog/Web business, or the Web/catalog business. I tell my staff all the time, 'There's no such thing as a standalone catalog business anymore.'"

Tamke discussed what he called "two basic realities" that the industry faces.

"We've always been able to generate very good upsells on phone orders," he said. "On the other hand, more and more of our business is coming in on the Web. In 2002, the average one of our clients at Mokrynski had 30 percent of their business coming across the Web. That's a great opportunity."

Still, he said, catalogers have been unable to cross-sell and upsell as effectively online as they do over the phone.

"Where you could get 10 to 20 percent conversion on the phone, very often you're getting between 2 and 5 percent conversion on the Web to an upsell offer," he said. "And that really surprised me when I first started noticing those statistics, but, when you think of it, it fits.

"The average viewer only views about five to seven pages per visit. It's more of a hunting behavior on the Internet as opposed to a browsing behavior."

Tamke told attendees that "we need to find a way to use the proven principles of our business to bring that same upsell dynamic to the Web as we've had on the phone.

"Using ... data mining technology, we can close that gap in performance," he said. "We can take that impulse buying, get average order up significantly and get incremental sales with little or no increase in promotion costs."


Next Article in Marketing Strategy

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