Direct-to-Customer Commerce

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Strategic insights into the direct commerce industry, including ecommerce, direct marketing and related fields

Online Catalogs v Paper Catalogs

Today, DM News reported on the 2006 edition of the National Directory of Catalogs:

  • 11,438 catalogs
  • 8,903 catalogs were online — representing 78% of all catalogs. That’s up from 60% in 2005
  • 1,320 catalogs were available only online — up from 772 in 2005

Why be online only instead of online & paper?

I recommend being online only, if the demand for your merchandise is based only on real perceived need of your customers, and the timing of that need is unpredictable.

For example, the cost of producing a paper catalog of replacement parts, for consumers is very difficult to recover. There are exceptions — but those exceptions tend to be parts for modifications rather than parts for simple replacement due to wear and tear.

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Filed under: Direct Commerce, Uncategorized

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