CATALOGUE & PRINT WEB VERSION: Click Here
When the initial pandemic lockdown came in early March, the hole in which those companies were standing suddenly got much deeper. For about two weeks, it looked like the winding down process would accelerate. Then something wonderful happened – consumers discovered they still needed “stuff”, and they discovered that those companies had it. Plus, after initially tanking, the economy bounced back, and consumers spent, spent, spent.
In an almost overnight reversal, instead of fighting for your utter survival, most of you found yourself in the opposite spot – you had too much demand. As I reported throughout 2020, Datamann had several clients that had simply tremendous years, and several of them were part of the group that had told me they wanted to wind the business down. Many of you have reported record sales and profits. More important, you had these records sales and profits without lots of catalogues in the mail. Even those of you that were soft most of the year – mostly apparel catalogues – had a strong holiday season as consumers avoided retail.
Most of those companies that experienced this tremendous turnaround realise how lucky they were. They were simply in the right place at the worst possible time for everyone else, but the best time for them. The pandemic gods shined sweetly on cataloguers and direct marketers that had the products that people wanted.
Several of you told me that you had a blast in 2020 – that running a catalogue was fun again. Even with all the virus constraints in the warehouse, the out-of-stocks, the angry customers, and the FedEx surcharges, it was fun to rock on with lots of orders. But most of the companies that saw that surge of orders in the spring, also saw it start to trend down quicker than expected in early fall. Yes, almost all clients reported having a strong Holiday season, but everyone is wondering – how long will it last?
Many clients have contacted us asking how to maximize the new customers they have acquired. They raised their hand and said “I got them over the web. They ordered online. I don’t want to send them a catalogue if I don’t need to. What do I do?”
Trust your instincts. Before 2020, no one had ever developed a Pandemic Marketing plan. There were no rules, and to a large degree, there still aren’t. Everyone has a theory about what consumers will do once the vaccine is widely available. However, in my opinion, this is uncharted territory, with everyone guessing. No one knows if consumers will f lock to malls because they are sick of being stuck at home, or if they will continue to use their phones to order. No one knows if consumers will abandon their gardens and instead jump on a plane and head for the Black Hills for
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