*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.

This material may not be published, broadcast, rewritten or redistributed in any form without prior authorization. Your use of this website constitutes acceptance of Haymarket Media's Privacy Policy and Terms & Conditions