The Catablog

Archive for the ‘Uncategorized’ Category

What to do in the face of increased postal costs

Posted on December 16, 2011

So postage is going to go up for catalogers again this Spring. This is not the first time and in all likelihood it won’t be the last.

Every time the USPS has increased rates in the past, catalogers have mailed fewer books. Marginal circulation has been eliminated. It is a downward spiral. It is a pretty simply formula, i.e., increase the cost and reduce expense by mailing less and revenue remains about the same (or decreases).

So if you are planning on mailing less this year plan on making less revenue. If you don’t want to make the same or less revenue let me suggest a radical strategy. This is the time to increase your circulation! Why? You need more customers to cover increase costs. How do you get more customers? You mail more catalogs to prospects. Another positive is that most WILL decrease circulation, what will that create? Less catalogs in the mailbox = less compteition.

USPS Delays Closings until May

Posted on December 14, 2011

The U.S. Postal Service will delay the closing or consolidation of additional Post Offices or mail processing facilities until May 15, 2012. The USPS said on Tuesday that it made the decision in response to a request made by multiple U.S. Senators.

The U.S. Postal Service is studying 3,700 of its nearly 32,000 retail offices for possible closure as it faces an ongoing financial crisis, and is planning to close about half (250) of its processing facilities. Postmaster General Patrick Donahoe said it was considering the retail closures because customer’s habits “have made it clear that they no longer require a physical post office to conduct most of their postal business.”

Tuesday’s announcement came a week after the Postal Service announced it would move ahead with plans to lower its service standards for First-Class mail. The move, which it said would generate annual savings of $2.1 billion, would mean in effect the end of overnight delivery for First-Class mail.

In its announcement yesterday, the Postal Service said it would continue all necessary steps required for the review of the facilities during the interim period, including public input meetings.

“The Postal Service hopes this period will help facilitate the enactment of comprehensive postal legislation. Given the Postal Service’s financial situation and the loss of mail volume, the Postal Service must continue to take all steps necessary to reduce costs and increase revenue.”

Arandell’s New Website Design Was the Winning Entry for the 2011 WebAward

Posted on December 12, 2011

In the ultra-competitive world of catalog printing, where several companies are competing for the attention and dollars of a demanding and evolving customer base, it is becoming a significant challenge to stand out from the crowd and captivate consumers. To distinguish themself from the competitors, one thing Arandell needed to do was to cut loose their dated Flash website and develop an emotive website, creating an exciting online experience that is both engaging and contemporary.

Over the last year, a new brand direction has been defined and Arandell realigned itself around the customer experience, embracing technology to diversify their services as well as focusing them as an idea and innovation company for their customers. Arandell feels a brand experience must be distinctive and unique, transcending the product and creating an emotional bond with the customer. Being truly different and memorable and standing for something relevant is the only way to compete in the marketplace.

Arandell challenged 7Summits to enhance Arandell’s awareness within search engines and generate more new sales leads. 7Summits stepped into help innovate their brand experience and “go beyond”. The re-design and re-launch of the Arandell brand has a new voice, value proposition, and gives consumers a modern website experience that drives real business value. As a result the new design generated 200+% more traffic, resulting in more customer interaction.

7Summits exceptional development and practices were commended with the 2011 WebAward which is the premier award recognition program for Web developers and marketers worldwide. The Web Marketing Association’s annual WebAward Competition sets the standard of excellence for Website development.

USPS Update – 12/8/11 Webinar

Posted on December 08, 2011

The USPS announced in September, 2011 the possibility of closing over 250 processing facilities. Just how will the closures and network realignment affect catalogers?

Presenter: Don Landis – Vice President of Postal and Government Affairs

Don Landis will review and explain the latest information from the USPS and what catalogers need to be aware of i.e, service standards, print schedules, etc.

Don Landis is responsible for Arandell’s postal policies and mail marketing strategy development. He uses his knowledge of the United States Postal Service (USPS) to educate clients about USPS products and services and about how to implement those products and services into their marketing strategies.

Catalog Growth

Posted on November 17, 2011

Since the mid-1990s, many experts have predicted the extinction of the printed catalog. However, until the double-whammy of the huge postage increase of 2007 and the Great Recession of 2008-2009, catalogs in America continued to thrive, aided and enhanced by the maturation of Internet marketing. As both the general economy and postal rates settle down, it will be proven that “rumors of catalogs’ demise” continue to be over-stated. With catalogers’ continuously responsive use of recycled paper and tree replanting, as well as their close attention to self-regulation, this responsible industry is primed for greater growth going forward

The catalog will always drive decisions for a long time to come. Even after the migration of orders from call centers to the internet, the catalog is still showing consistent revenue. It is the catalog that is still driving the customer to the internet. Both channels provide a very symbiotic relationship. There would be a very real negative impact without any one channel. Take advantage of these changes and you can print a powerful catalog that brings in massive return on investment.

For more information on Arandell solutions visit: http://www.arandell.com/services/

Catalogs and the Internet

Posted on November 15, 2011

As a whole, catalogers were pioneers in the use of the Internet for the sale of products and services to consumers and businesses.

By in large, catalogers receive about half their orders online depending on the product category and demographic they serve—yet the paper catalog is responsible for generating more than half a company’s online sales (some companies report it is upwards of 90%).

The symbiotic relationship between the paper catalog and online technology yields greater convenience for everyone from single, working moms to full families, to the elderly, to the physically handicapped, further driving social and environmental benefits, time and efficiency.

Catalogs are also drivers of retail traffic, promoting commerce, jobs, and convenience for brick and mortar retailers.

With rare exception, every cataloger has sophisticated e-commerce deployment, making full use of all established and most emerging, technologies.

Catalogers largely do not distinguish between mail and Internet as business objectives.
They see it as being about communicating with people in the way they want to be reached via media consumers already use. It is also about using the most efficient and desirable means possible to stay in touch with customers. The combination of the catalog plus the Internet creates a very powerful marketing and distribution system that impacts and improves lives.

Catalogs establish brands then extend those brands’ reach to the Internet, offering Americans hard-to-find products at value-based pricing.

Catalogs help consumers feel confident about online purchases.

Catalog merchants have a long and protected tradition of honoring their commitments as responsible, customer-oriented, integrity-driven businesses.

Catalogs prompt people to tell others through social media (i.e., blogs, Twitter and Facebook) about the products that inspire. This “viral” effect of community and commerce has multiplicative financial and emotional benefits. It also increases consumer satisfaction and marketer responsiveness by providing a ready forum for customer comments, reviews and feedback.

Catalogs provide an alternative transactional method for those Americans concerned about online privacy or transactional safety.

Catalogs still have the highest order response of any vehicle available to direct marketing. Consumers ”vote with their feet.” This indicates that a great deal of value is put on the receipt of a catalog that creates a residual benefit for both online commerce and the American economy

Catalogs, Their History, and Their Role in American Commerce

Posted on November 11, 2011

Interstate commerce developed because of catalogs.

Rural free delivery was spurred on by catalogs.

Parcel Post developed the required scale due to catalog shipments.

Early catalog brands were among the first to have a national identity.

More than half of America shops via catalogs.

Catalogs allow marketers to have a national footprint without being a mass merchant, having helped develop the idea that we can have national brands without the requirement to open stores in every state.

Baby Boomers buy more from catalogs — per capita — than any other generation.

Catalog use increases with the age of the consumer, particularly pertinent in “the graying of America.”

Catalogs provide important content to keep mail relevant and welcome in the household.

Cataloging did $270 billion in sales in 2006 and supported more than 20,000 different firms, as well as thousands of supplier companies and service vendors.

Cataloging economics fundamentally changed in 2007 and have spurred industrywide experimentation to reduce mail volumes, down 35% two short years later. That’s a figure that will likely continue to grow once catalogers perfect non-mail marketing techniques.

Catalogs are Good for Disadvantaged and Rural Americans

Posted on November 09, 2011

Catalogs can be the only alternative for shut-ins, infrimed, handicapped, elderly or those with limited mobility.

Catalogs provide viable shopping venues for rural citizens who live too far from stores.

Catalogs provide the older population with well-being benefits. The regular contact with letter carriers and delivery service providers who deliver packages to the home reduce the sense of isolation and provide beneficial human contact and a “safety-net,” helping seniors stay connected to the community and creating a sense of normalcy so critical to well-being and mental health.

Catalogs enable people to lend a helping hand to those they do not know, including the poor, destitute or imperiled throughout the world (consider, for example, Heifer International, CARE, NWF or other nonprofits that have catalog businesses).

Catalog companies do not have to be located in urban centers and can instead create quality jobs for rural America. High-employment catalog companies are found in locations such as Freeport, Maine; Dodgeville, Wisconsin; Dyersville, Iowa; and many other remote locations.

GOING BEYOND THE PRINTED PAGE

Catalogs are a point of emphasis and expertise but our services go much further. We have systems in place – green initiatives, innovative co-mail solutions, on-time delivery assurance, single web presses, experienced press associates, direct marketing services and intelligent mail expertise are among the extensive range of services that we have to offer.

Each of these services provides our customers with a competitive advantage. In this ever-changing, constantly evolving world, customers need help navigating their options. Arandell is here to serve as a compass to our customers – to guide them through the dynamic world of multichannel marketing.

OUR PROMISE

To create meaningful partnerships and deliver expert solutions that go far beyond expectations.

For more information on our services visist www.arandell.com

Catalogs Bring A Variety of Good to Americans

Posted on October 26, 2011

Overview
The catalog industry has a wide-sweeping impact on American culture, well beyond the economic benefits of employing millions of people, paying millions in federal, state and local taxes, and conserving energy and natural resources. The American catalog experience has significant and important social benefits to American culture and consumers.

Catalogs are Good for American Consumers and Our Quality of Life

Catalog shopping is convenient and available 24/7/365 from one location accessed by mail, telephone or online. Oil consumption, traffic congestion, and parking are not
factors.

Catalog shopping is unconstrained by geography, thus eliminating physical and distance boundaries. Catalogs put a world of products in the hands of Americans.

Catalogs allow instant service whenever and wherever people wish to shop. They are accessed anywhere, home or business.

Catalogs define “universal access” for merchandise and commerce.

Catalog shoppers consistently report it is easier to get detailed product knowlege and excellent customer service over the phone than elsewhere (or even to find a sales associate). There is usually no or little waiting time to get help.

Catalogs fight the homogenization of products driven by retail consolidation (“the Wal-Mart-ization of America”). Retail economics force aggressive rationalization of merchandise assortment. If retailers do not sell a high number of pieces per individual store, they cannot exist. If catalogers, who usually offer a much broader assortment, do not sell a high number of pieces nationwide, they cannot exist. Retail and catalog are different business models and both are important for the growth of the American economy.

Catalogs create an easy way to comparison shop without necessitating multiple trips to different stores.

Catalogs make sending a birthday, holiday or special occasion present to anyone, anywhere a convenient pleasure, helping Americans stay connected in an increasingly mobile society.

Catalogs allow people to shop for potentially embarrassing products in the privacy of their own home without worrying about being out in public — for instance, a cancer patient buying a wig, or consumers buying unusual or plus-sized clothing in the privacy of their home rather than in public at stores. Personal hygiene, medical and disabilityrelated products are frequently purchased from catalogs for enhanced privacy. Some of the specialty products sold by catalogs includes diabetes-related products, organic products, business productivity tools, pharmaceuticals, and other specialized goods for which a ready retail market might not otherwise exist.

Catalogs contribute to the quality of life by providing a convenient, fun, compelling leisure time experience. Recreational shopping is an important pastime for many Americans.

Catalogs remain part of a shared experience in America that remains relevant, human and enjoyable in the increasingly impersonal age of ecommerce and electronic media.

Catalogs form part of our collective experience. Who doesn’t remember the childhood pleasure of paging through the often-remembered Sears Wishbook catalog?