Catalog and Publication Outlook : Multiple Platform Providers
Coyle adds that personalization continues to play a critical role in driving customer interest and engagement, and that list management, data mining and Web integration are key drivers to delivering relevant information to customers at the right time.
“We have experienced success with the effective use of add-on elements such as highly customized digital printing, peel-off cards and promotional labels as part of an integrated catalog campaign.”
Quad/Graphics’ catalog customers remain bullish about print and related multi-channel catalog campaigns. According to a recent customer survey that it conducted, catalogers still see the relevancy of printing and mailing catalogs. “Some of our clients experimented with dropping print events, but they put them back into their programs when alternative e-catalogs didn’t work as well,” according to Blais.
Jensen also envisions ongoing improvement in the catalog market. “Catalogers and their print suppliers that best address multi-platform integration will remain the winners. Success will require the right combination of vision, technology and collaboration.” PI