- Design Physics 101 in a Catalog 2.0 World, Lois Brayfield
Multichannel Merchant, November 2011Great catalogs are no longer just about selling products. They must go further to emotionally connect with readers; they must offer options that engage customers; they must allow customers complete control over when and how they shop. The era of Catalog 2.0 has begun, and marketers are scrambling to keep up.
- Catalog Design 2.0: Six tips for providing a more compelling experience in print, Lois Brayfield
Multichannel Merchant, June 2011Catalogs today are about much more than selling products in print. They need to be compelling engagement tools that reinforce the brand, build customer relationships, stimulate desire and solve problems. A great catalog creates a "desire dance" — that stirring of interest that leads the reader deeper into the brand and down the path to a purchase.
- How the catalog has become a multi-channel vehicle: A new era for a trusted tactic, Lois Brayfield
Multichannel Merchant, March 2011Ever since the first order came over the Internet, people have been predicting the eventual death of the print catalog. Yet for many multi-channel merchants, especially those brands that began as catalogs, this predictable and proven tactic continues to generate sales. It's also key to file retention.
- Seven strategies to get your catalog opened, Lois Brayfield
Multichannel Merchant, February 2011Here's a depressing stat: About 80% of catalogs received in the mail get thrown away without so much as a peek inside the cover. So after all the planning, list segmentation, careful consideration of product mix and offers, design and costs, a vast majority of catalogs go directly to the recycle bin. Ouch.
2011
-
Bounce-backs 2.0: Going beyond the print channel, Lois Brayfield
Multichannel Merchant, October 2010Most brands take advantage of a phone order to upsell, but have you considered using this opportunity to convert a single-channel buyer into a multichannel buyer? If the conversation permits, you can introduce the customer to useful and relevant tools on your website.
-
Accomodation Marketing, Lois Brayfield
Multichannel Merchant, September 2010Merchants tend to view customer service as a purchase activity; one of receiving and shipping an order. But in this new era of marketing, how we “serve” the consumer requires a new line of thinking and, therefore, a new dimension of marketing.
-
Branding from the Inside Out, Lois Brayfield
Multichannel Merchant, July/August 2010What’s the single biggest mistake that most marketers make when it comes to delivering a brand experience? Communicating your brand to customers only. Are you guilty?
- Adding on to Your AOV: Tips to improve your average order value,
Lois Brayfield
Multichannel Merchant, April 2010In the multichannel world, we like to measure things. Every marketing dollar spent is, ideally, associated with a return on investment, though it is getting harder to track and measure. There is one metric that does not lie that you don’t have to chase: your average order value. And it’s an important one.
-
In Defense of Direct: Eight Reasons Why Direct Still Works, Lois Brayfield
Multichannel Merchant, February 2010Multichannel marketers today tend to get caught up in the frenzy of the next greatest trend. What about Web 3.0? What’s the hot social networking application?
2010
- Test Your Catalog's Effectiveness: 10 questions to determine your catalog's viability,
Lois Brayfield
Multichannel Merchant, December 2009Mailing a catalog is a considerable investment, so every single book, every page, every photograph must work hard to maintain the catalog’s goal.
-
Hero Worship: Capitalize on your best-selling products, Lois Brayfield
Target Marketing, November 2009Products and services. That's what we sell. As marketers, we are in the business of selling "things." But some of these products stand out because they provide the solutions to problems people need answered.



Geoff Wolf, EVP Client Strategy