Ask Randy: Good News From The USPS

Over the last several years, we’ve seen catalogs come and go. And we’ve seen many retailers jump into the game, spend a LOT of money (we’re talking tens of millions of dollars) and then abandon the model after a couple of seasons. This literally breaks my heart and makes me want to scream! Why does this happen? Here is my very quick opinion. These brands have a combination of the following: 1. A flawed merchandise concept that is not unique, delivered with out-of-date benefits or sent to an audience the brand knows nothing about. 2. Bad math that doesn’t take into account mail efficiencies, an understanding of their own database, mailing to bad names at the wrong time or how the catalog model fits into a cross-channel world. 3. A lack of understanding of how to create a landscape of words and imagery that truly sell off the page and drive activity to either a website or store. learn more at: https://www.jschmid.com/blog/5-reasons-catalogs-work/

Bipartisan lawmakers on Sunday unveiled a discussion draft of a sweeping privacy bill that could restrict companies' ability to serve targeted ads to consumers. The proposed American Privacy Rights Act of 2024, introduced by Senate Commerce Committee Chair Maria Cantwell (D-Washington) and House Energy And Commerce Committee Chair Cathy McMorris Rodgers (R-Washington), would require companies to allow consumers to opt out of targeted advertising based on non-sensitive data that is linkable to individuals or devices. The measure would also prohibit companies from transferring consumers' “sensitive” data for targeted advertising without their explicit consent.

At the height of the “shutdown” that began in late February, retailers were very unsure how COVID-19 would impact their business, their employees’ lives as well as their personal lives. Many brands reduced print, cut expensive marketing programs, and went to remote working almost immediately. There is no overstating the overwhelming effects of the COVID-19 pandemic on our personal and professional lives. Now that we have nine months behind us, what have we learned? Well, the American consumer generally doesn’t stop shopping; they just shop differently. It’s vital to understand and recognize that your customers’ needs change during a disruption of this magnitude, and it’s incumbent on the brand to respond by fulfilling them in unique ways. When brands better understand the nuances of changing customer behavior, there is opportunity to react differently to drive a stronger position to offer relevant and timely merchandise messaging and thus drive stronger demand. Read the entire assessment at: https://cohereone.com/wp-content/uploads/2020/10/CH1-Web-Analytic-Trends-through-Sep-2020-V4.pdf?utm_medium=email&_hsmi=97834829&_hsenc=p2ANqtz--ajRGVYmJUx1IK214btnKyNtdBwwQX0Mg1LKSKPHHeTrbVpn9ygCUT_rM3QV7k7tKv1-A5ld_NZWXXaswXjD_g5v1Uiul5ODlxbl8QbcyQlIAUpqI&utm_content=97834829&utm_source=hs_email