Retailers were already coping with a lot of changes before the onslaught of COVID-19. The impact of the pandemic differs by business segment. Many e-commerce businesses may actually have more business right now while physical retail stores are shuttered and full of inventory that will need to be sold – potentially off-season. B2B brands may struggle to reach customers until they are back in the office while B2C catalog customers are more likely to be home to read and respond to the mail. Many companies may struggle with inventory and supply chains.
Now, more than ever, companies marketing through catalogs will be challenged to think creatively about what they print, how much they print, and how they print it. Earlier this year, Inkjet Insight conducted market research with catalog brands, catalog marketing attribution experts, print suppliers and industry advocates from the American Catalog Mailers Association to provide a snapshot of the issues shaping catalog marketing and a discussion of opportunities to leverage data and printing technology more effectively. You can download the free, 15-page eBook here.
This research was commissioned by Ricoh in cooperation with The American Catalog Mailers Association. Catalog brands and their suppliers will find valuable information to drive creative solutions.
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