Catalog and Direct Selling: The Selling Season Is Upon Us
Are you ready for the e-commerce onslaught?
Going into the fall season, most catalogers were processing 25 percent to 40 percent of their orders (though not quite as many dollars) online. As consumers continue to gain comfort with the Web as an ordering channel, the traffic will undoubtedly increase. If your site is optimized for the amount of traffic you handled last year, you’re probably in trouble. Delays on the Web can stifle sales immediately. If your site shuts down, don’t assume your phones will start ringing more often. They probably won’t. If history serves as a guide, most catalogers should expect a 10-percent to 15-percent increase in online sales this year. Being ready for the growth before your biggest sales day of the year would be a good thing.
So it is that the season-within-a-season is upon us—can you say that you really are ready? Best of luck for a great holiday finish!
Steve Trollinger is senior vice president of client marketing at J. Schmid & Associates, Shawnee Mission, Kan. He can be reached at (913) 236-8988 or firstname.lastname@example.org.