News Catalogue Log May
Pop quiz: Out of 91 catalogues received in May, what percentage would you say promoted a sale or discount on their front covers? If you’ve answered almost half, you’d be right. Forty-five of the 91 catalogues we logged during May 2011 featured some sort of price-related promotion on the cover. That almost matches super-promotional February, which saw 51 catalogues out of 104 offering a sale or discount. The offer was popular in a number of product categories including apparel (Cotton Traders, Wrap), office supplies and promotional products (IJT Direct, 4imprint), and IT products (Dell). Now compare
this with a year ago. While a discount was still
the most popular special offer in May last year, the percentage was appreciably lower. In May 2010, just 32.5 percent of covers promised a special-price offer, compared with 49.4 percent last month. The discounts offered this year were also quite deep, with plenty of apparel cataloguers offering more than 20 percent off—including Pure Collection, The Shoe Tailor, Hotter Comfort Concept and Damart. Much more popular last year was free delivery, which was
offered by 24.1 percent of covers. In May 2011, free delivery was only offered by 16 catalogues, or 17.8 percent. Again, a wide cross-section of product categories promoted free delivery on the cover including apparel (Brora), gardening (Garden Bird Supplies, Wiggly Wigglers), and office supplies (Staples Direct). One offer that was almost twice as popular last year was a free
gift with purchase. We noted that 20.5 percent of catalogues logged in May 2010 offered a freebie, compared with just 11 percent in May 11. Incidentally 11 percent was also the figure we recorded in May 2009. The percentage of catalogue covers not offering any
sort of special deal fell from 47 percent in April to 37.8 percent in May, or 34 out of 91. One of those catalogues choosing not to tempt us with promotions was gifts marketer
Notonthehighstreet.com, which instead sent two versions of its Perfect Gift Guide 2011. Both were 36 pages, but one was mailed naked on thick-grade matt paper, while the other was a smaller format on thinner, silkier paper stock. I ran quick poll in the Direct Commerce office to gauge preference. Sixty percent opted for the smaller, glossier catalogue for tactile reasons. The larger format won kudos for seeming to be more environmentally friendly, though the paper carried no eco- friendly credentials that I could see. In case you’re interested, I chose the larger format because of standout appeal—it looked different to the other 90 catalogues I looked at last month. Whether that’s a good or bad thing is up to Notonthehighstreet to analyse.
Miri Thomas, editor
Miri@catalog-biz.com
Marketing Co-ordinator Required immediately to join the marketing team of a busy, art materials, mail order business based in Newark.
This is a permanent, full time position for a pro active, enthusiastic person who enjoys the challenge of catalogue direct marketing and membership recruitment. The successful candidate will have creative copy writing and direct marketing experience, be a good communicator and keen to succeed. They must be enthusiastic, able to generate ideas and have a keen eye for detail with an understanding of design.
Salary negotiable depending on experience. Previous applicants need not apply
Please apply in writing with your CV to:
Brigid Headland, Teaching Art Ltd, Millennium House, Brunel Drive, Newark, Notts, NG24 2DE.
Gloss-goss Final thoughts
062011 ECMOD - MCYB-warhol-cover2.pdf 10/6/11 13:42:51
Tactics Views
The ECMOD Direct Commerce Year Book, published last month, included a comprehensive glossary of sector terminologies. We invited readers to send in any terms we had missed—and here is the first, courtesy of Russell Perry of Bibs and Stuff: “When I was negotiating with a very large retailer in the DIY market, the buyer said first we do a WIGIG (when it’s gone it’s gone) then if it goes well we can always WIGWAM (when it’s gone we allocate more).” To receive a copy of ECMOD Direct Commerce Year Book by post, email
jenny@ecmod.com, or view the digital edition here:
http://bit.ly/DCYB11.
www.ecmod360.co.uk
Direct Commerce Year Book 2011
Recruitment
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