*Wientzen: Catalogers Need to Build Consumer Trust Online

Share this article:
SAN FRANCISCO -- Catalogers are equipped to excel in e-commerce because they are experts in building consumer trust, H. Robert Wientzen, president/CEO of the Direct Marketing Association, told catalogers yesterday in his opening remarks here at the 17th Annual Catalog Conference & Exhibition.


"Trust is something you don't get with a click of a mouse," he said.


Building trust has three components, Wientzen said. First, catalogers need to offer good merchandise at a good value. Second, they need to have excellent logistics and customer service. Third, they must become experts in customer relationship management -- the key to customer loyalty, he said.


In a recent DMA survey of 142 catalog members, 76 percent of consumer catalogers reported that they have e-commerce components to their businesses. Seventy-three percent of those catalogers are making a profit from their e-commerce component, according to the research findings. While only 43 percent of business-to-business catalogers surveyed were e-commerce enabled, 80 percent of those catalogers reported that they have earned a profit on the Web.
Share this article:
close

Next Article in Database Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Database Marketing

Six Big Data Dos and Don'ts

Six Big Data Dos and Don'ts

Your marketing team has collected the data. Now learn what to—and what not to—do with it.

Making Data Breach Readiness a Priority

Making Data Breach Readiness a Priority

5 ways marketers can prepare for possible data breaches.

What's H-appending? DiscoverOrg Taps Marketo's Webhooks

What's H-appending? DiscoverOrg Taps Marketo's Webhooks

Cloud-based marketing automation behemoth Marketo joins forces with marketing intelligence company DiscoverOrg to improve its data collection capabilities.