Return on Intelligence
By Jim Gilbert
Retail Rambles
The Lighter Side of Shipping?
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Return on Inventory
How Inventory Planning Supports Marketing Decisions
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Shipping Insights
Parcel Rate Increases for 2012
Dec 19, 2011UPS has announced 6.9 percent air increases, partially offset by a 2 percent fuel surcharge reduction. It's also announced a...
ThinkAbout: Inspirational Verve for Your Product Line!
Can You Up the Ante on Your Products’ Amusement Factor?
Oct 17, 2011Can you up the ante on any of your products’ amusement factors? Is there some ho-hum aspect of your product...
Retail Rants & Raves
What I Learned at NRF 2012
Jan 20, 2012The National Retail Federation's Annual Convention & Expo (aka Retail's BIG Show) in New York City wrapped up this past...
Creating Positive Customer Experiences
A Little Customer Romance Goes a Long Way
Feb 15, 2011It’s the time of year when everyone’s thinking about romance. But did you ever think about how much romance is...
Going Green
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Merely going green isn’t enough, however. Find ways to communicate with your customers what you’re doing so they “get it.” Make sure your mailings are up-to-date and relevant. For instance, do you allow customers to set their contact preferences? Do you regularly update your files for companies that have moved or gone out of business?
If so, tell your customers how you do it, how often and all about your commitment to eliminating misdirected catalog mailings. Also, broadcast your recycled paper usage, your environmentally conscious inks and all the other green initiatives in your business.
Talk facts, not platitudes. Skeptical B-to-B customers want hard evidence and measures of results, not just warm and fuzzy statements of intention. Also remind them of the green advantages of shopping via catalog or online.
Both the American Catalog Mailers Association (www.catalogmailers.org) and Direct Marketing Association (www.the-dma.org) sites provide you with fodder for such communications. Being proactively green and communicating the same are critical to our industry’s self-regulation and defending ourselves against pending “do-not-mail” legislation.
That said, it’s wise to ask your customers and employees for innovative ideas to further your environmentally positive stance. Now’s the time to deal with this issue. Don’t wait for negative legislation to pass. What we do collectively will win, or lose, this battle.
Click on the “Post a comment” icon below or e-mail me at TerryJ@AbilityCommerce.com and/or post your comment on this site.
Terence Jukes is president of Ability Commerce, a 140-person firm that designs, builds and runs e-commerce and related marketing programs for catalog companies. He can be reached at TerryJ@AbilityCommerce.com.
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COMMENTS
Click here to leave a comment...If you're interested in furthering your green initiatives, you might look into digital publishing. Digital publishing is a low-cost marketing and communications tool that allows you to lower your publishing costs, while simultaneously letting you increase circulation and reach customers across the Web. Digital editions replicate your print online, but better engage customers with audio, video, search functionality and note taking. Want more information? www.dirxion.com
If you're interested in furthering your green initiatives, you might look into digital publishing. Digital publishing is a low-cost marketing and communications tool that allows you to lower your publishing costs, while simultaneously letting you increase circulation and reach customers across the Web. Digital editions replicate your print online, but better engage customers with audio, video, search functionality and note taking. Want more information? www.dirxion.com