The Catalog Chronicles Blog

April 30, 2008

A crack in the mortar

A story, “Credit Problems Squeeze Retailers Too” on NPR this morning -full story at (http://www.npr.org/templates/story/story.php?storyId=90048679) got me thinking that the shift to an “e-tailing” economy is accelerating. Howard Davidowitz, an independent analyst in New York said, “A record 7,000 U.S. stores could close this year.” Davidowitz bases his prediction on cuts in consumer spending and retailers’ struggles to borrow money and fend off competition. “We’ve got a very difficult situation in the retail business. Several retail chains have filed for bankruptcy protection and another 15 or so are “on the edge,” he says.

A selected list of major recent retail closings based on public records and news releases.:

  • Foot Locker: 274 stores in 2007
  • Ann Taylor Stores: 117 stores by 2010
  • Zales: 100 stores
  • Wilsons Leather: 158 stores
  • Talbots: 78 Talbots kids’ and men’s stores by September
  • Pacific Sunwear: 154 demo clothing stores
  • CompUSA: 103 stores
  • Bombay Co.: all 388 of its remaining stores
  • Sharper Image: 96 stores
  • Levitz Furniture: all 76 of its stores

That’s 1,544 stores, the vast majority mall-based. If the average store has 15 employees (conservative) that’s 23,000+ jobs vanished in retail.

If the malls are losing retailers and no longer act as customer magnets, does this portend a faster than anticipated shift in retailing channels from “brick and mortar” to “click”? And if so, what’s the role of printed catalogs, local search, free shipping and web-based marketing to these former mall visitors? Certainly not all of them will go to Wal-Mart.

April 26, 2008

Thinking outside the blog!

Debate reigns on whether blogs can bring in qualified new leads for multichannel merchants. On April 25, 2008, TheChronicler interviewed Ms. Halley Silver, Web Marketing Manager for King Arthur Flour, about the company’s blog, Bakers’ Banter Blog. The company’s experience leads to an obvious conclusion that blogging has to become part of the marketing mix in 2008.

The Chronicler: When was the blog started?

Halley Silver: Beginning of last December, as a way to publish 12 holiday baking tips, tied to emails…

The Chronicler: How many visitors do you have, on average, in any given week?

Halley Silver: ~9000 per month, ~2200 per week, 25% new, 75% returning

The Chronicler: Does traffic pick up at certain times?

Halley Silver: Traffic spikes with each email sent. Each email contains a recipe, which links to the recipe page on our site, and then the recipe links to the blog, with step by step photo instructions and a more informal, educational slant. Not to mention the discussions between our visitors and bakers in the comments…

The Chronicler: Are the leads you get from visitors who then turn into customers?

Halley Silver: Yes, new visitors are 2-4 times more likely to convert. We see this not only in terms of sales, but also newsletter signups and catalog requests.

The Chronicler: Or are the visitors you get already customers and this merely reinforces the brand?

Halley Silver: I think both… Let’s not ignore the viral aspect of this…we’re seeing mentions of our blog more and more in other blogs, and on social bookmarking sites like stumbleupon, etc. In fact, stumbleupon is consistently one of our top referring sites.

The Chronicler: Has the blog helped in site optimization, etc.?

Halley Silver: The educational and conversational aspects of the blog are helping us reach a new audience, and create “raging fans”. As an example, we had a post recently on another blog titled “Six lessons…”
We’ve had one person say on our blog comments that she wanted to start a “fan club”.

The Chronicler: How do you promote the blog (in print, online, via other channels?)

Halley Silver: Print mentions in recipes, email online, through recipes… we’ll be trying paid search as well. One of the more popular posts also tied in a video we have posted on YouTube, showing how to make gruyere stuffed cheese bread.

(This video received 46,490 views in 90 days. -TheChronicler).

Cheese Bread from the French Pastry School

Don’t forget, TheChronicler will be speaking on the topic of “Reaping the Benefits of Social Media” at the upcoming ACCM in Orlando, FL, I hope to see you there. We’ll be discussing starting blogs, social marketing, costs, ROI and other critical metrics for this emerging marketing channel.

April 25, 2008

Ker-plunk, Ka-ching and Jogging

Filed under: Merchandising, Winners and Losers — TheChronicler @ 12:12 pm
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Loser

Sharper Image was born in San Francisco in 1977 as a catalog company selling jogging watches by advertising in running magazines. Within 10 years the company emerged as a publicly traded pioneer in catalog shopping.

On February 19, 2008, The Sharper Image stock reached an all-time low of 41 cents a share, followed by 29 cents a share on February 20, 2008. On February 25, 2008, The Sharper Image announced it had received notification that it would be delisted from the NASDAQ exchange. The company filed for protection with the U.S. bankruptcy court in Wilmington, Delaware. Sharper Image said it had $251.5 million of assets and $199 million of debts as of Jan. 31, according to the filing. Cash on hand totaled about $700,000.

Richard Thalheimer was ousted as Chmn in 2006. Since then the CEO and Chairman positions have been like a merry-go-round at hyper speed, with Messrs.Thalheimer, Lightman, Levin, Conway in the rotation in less than 24 months. At one point Sharper Image employed 2,500 people. Where are they now and what happened?

AsKevin Depew, Executive Editor of Minyanville.com, wrote in February, 2008,

“there is a good chance the company will forever rest beneath a granite-engraved epitaph portraying it as an iconic retailer of nothing but bull market frivolity; automatic massage chairs, vacuuming robots, turbo-charged nosehair trimmers, digital breath alcohol analyzers, whatever you don’t need, whenever you don’t need it, at prices you couldn’t care less about because, hey, if you need to ask how much an electric peppermill that you don’t need or want costs, you probably can’t afford it anyway.”

The company may be resurrected (but I doubt Mr. Levin is now interested any longer) and it might just be based jogging watches.

Winner

Apple Reports Record Second Quarter Results

CUPERTINO, California-April 23, 2008-Apple® today announced financial results for its fiscal 2008 second quarter ended March 29, 2008. The Company posted revenue of $7.51 billion and net quarterly profit of $1.05 billion, or $1.16 per diluted share. These results compare to revenue of $5.26 billion and net quarterly profit of $770 million, or $.87 per diluted share, in the year-ago quarter. Gross margin was 32.9 percent, down from 35.1 percent in the year-ago quarter. International sales accounted for 44 percent of the quarter’s revenue.

Apple shipped 2,289,000 Macintosh® computers during the quarter, representing 51 percent unit growth and 54 percent revenue growth over the year-ago quarter. The Company sold 10,644,000 iPods during the quarter, representing one percent unit growth and eight percent revenue growth over the year-ago quarter. Quarterly iPhone™ sales were 1,703,000.

I think the joggers bought the iPods.

April 24, 2008

Brookstone: “The hurrier I go the behinder I get”

Filed under: Merchandising, Retail Developments, Winners and Losers — TheChronicler @ 4:50 pm
Tags: ,

MERRIMACK, N.H., April 23, 2008 /PRNewswire via COMTEX/ — Innovative product development company and specialty lifestyle retailer Brookstone, Inc. today announced financial results for the first quarter ended March 29, 2008.

For the 13-week period ended March 29, 2008, Brookstone reported total net sales of $89.8 million, an 8.0% increase from the comparable 13-week period last year. Same-store sales increased 1.1 percent as compared to the comparable 13-week period last year.

For the 13-week period ending March 29, 2008 Brookstone reported a loss from continuing operations of $13.0 million, compared to a loss from continuing operations of $11.7 million for the comparable 13-week period of 2007. (that’s an increase in loss of 11.1%-the chronicler).

Brookstone ended the first quarter with approximately $17.0 million in cash and no cash borrowings under our asset-backed lending agreement.

Lou Mancini, Brookstone Chief Executive Officer, said: “We are pleased with our first quarter 2008 results and our continuing trend of same-store sales increases, particularly given the current economic environment. In the second quarter, we will continue to launch new merchandise, including exclusive OSIM healthy lifestyle products, which we believe will continue to contribute positively to our performance.”

OSIM Massage Chair

Brookstone, Inc. is an innovative product development and specialty lifestyle retail company that operates 312 Brookstone Brand stores nationwide and in Puerto Rico. Typically located in high-traffic regional shopping malls and airports, the stores feature unique and innovative consumer products. The Company also operates a Direct Marketing business that includes the Brookstone catalog and an e-commerce website at http://www.brookstone.com. (note, these results not broken out, so which channel is losing?- the chronicler.)

SOURCE Brookstone, Inc.

URL: http://www.brookstone.com www.prnewswire.com

April 22, 2008

Lands’ End axes Free Shipping

Well, it’s Earth Day and in celebration I will now list why the end of free shipping, at least the suspension of it for most of the coming months, has arrived:

  • crude oil hit $119 a barrel with predictions that it will continue to $180
  • gasoline has risen to an all time high average price per gallon
  • diesel fuel has risen 40% in 12 months
  • FedEx and UPS have increased the most popular weight categories used by catalogers by 6%-9%
  • USPS rates for small packages and flats increase anywhere from 15% to 40%
  • Producers in developing countries are raising prices to accommodate upward wage pressure as their economies … uh, develop.
  • and Lands’ End ended their Free Shipping-No Minimum promotion today.

Please share your comments about whether Free Shipping promotions are dying and what the impact will be on consumers who have a choice to drive to the mall or order online? Click here to take our poll.

April 18, 2008

Free Shipping – mission improbable?

I was struck the other day when I received the Lands End free shipping-no minimum order email promotion. No minimum? At the last cataloger I ran we offered free shipping, but only with an order threshold that made common sense. Offering free shipping to customers on an order for an $8.95 T-shirt suggests that either the merchant is desperate for customers at any price, has sufficient margin to cover the increased shipping costs in 2008, or a clear and efficient strategy to turn the “bottom feeders” eventually into long term customers.

This got me thinking about the “history” of free shipping and its current status. In a October, 2002 article “The Price of Free S&H” by Paul Miller (then on the Catalog Age staff) and Mark Del Franco (now an independent writer), they recounted how Amazon offered free shipping on orders of $99, got into a duel with Buy.com and when the dust settled the threshold was as low as $26.

In a recent poll, Catalog Success asked their readers (presumably catalogers and shippers) “Have you ever run a free shipping & handling promotion?” 26% said it was marginal at best with nearly a third of respondents saying “no way, Jose.” I can vouch from first hand experience that once offered pulling back from free shipping is like being “a little pregnant.” So hats off to the reluctant shipper because they may have avoided some of the startling increases in costs for 2008. More on that in a later post.

In the meantime, take our poll and and express your opinion.  Click here to take the poll.

April 14, 2008

To Blog or Not to Blog, is that the question?

Filed under: Associations, Internet Marketing — TheChronicler @ 10:33 pm
Tags: , , , , ,

We hear a lot about blogs and, of course silly, if you’re reading this your in the blogosphere. As I prepare for the ACCM session this May on Reaping the Benefits of Social Media, it struck me that we don’t really know how many catalogers are using blogs. So my first swipe at this was to visit BlogCatalog, which is sort of a catalog of blogs. They feature 2,791 “shopping blogs” that have been registered with them..

But of course you could have a blog, say on Dell.com, and is that a shopping blog? They are a huge multi-channel marketer but do we consider their Dell Community a shopping blog or social marketing with the main thrust to create a personality and brand (and if we sell a computer or two we won’t cry). This site is worth spending a few minutes exploration, not so you’ll buy a computer but as an active expression of how social media can be employed to win over customers, tie in to the products and change with the times. For instance, they actively engage the customer base to suggest topics. Suggest a community you would like to see here at Dell. This link will take you to our IdeaStorm site where you can give us ideas on where you would like the Dell community to go. Let your voice be heard!”

How many blogs and bloggers? In July 2006 the Pew Internet & American Life Project estimated that the US “blog population has grown to about 12 million American adults”, some 8% of US adult internet users. The number of US blog readers was estimated as 57 million adults (39% of the US online population), although few of those people read widely or read often. As of April 10, 2008 Technorati is tracking 112.8 million blogs and over 250 million pieces of tagged social media.

The “World Live Web” (their term-ed.) is incredibly active, and according to Technorati data, there are over 175,000 new blogs (that’s just blogs) every day. Bloggers update their blogs regularly to the tune of over 1.6 million posts per day, or over 18 updates a second.

Go ahead, dive in and start a blog! You’ll be in good company – and lot’s of it.

April 12, 2008

Richard|Solo

Betting on an internet pure play, Richard Thalheimer, fournder and recently ousted Chairman of The Sharper Image, has created Richard|Solo, a self-named merchant of kooky things few baby-boomers slogging in this tough economy really need – but they may want it.

Mr. Thalheimer has fetish about nose and ear hair. One of the chief products offered by his earlier effort, Richard|Solo now offers the 3 in 1 Travel Groomer.

3 in 1 Travel Groomer from Richard|SoloAs Richard says himself on the site, ““I’ve always been intrigued by personal grooming devices. Maybe it’s just because as men get older, they grow more nose and ear hair – help!”. Now, being of the age where I can actually withdraw funds from an IRA without penalty, I can attest to this masculine phenomenon. However I would not feel secure about my later years, betting it on a nose hair clipper. But hey, I’m no millionaire and he (I think) is.

April 10, 2008

A slow grind down?

It seems to me there is an alarming state of affairs emerging in the catalog business: Companies can implode and disappear in a matter of weeks or months, not years. For instance, today marks Michael Muoio’s last day as the leader for Lillian Vernon. Founded in 1951, Lillian Vernon sells products such as housewares, children’s products, decor, gifts, and jewelry. It was bought by Sun Capital Partners in May 2006. The company has gone from great expectations, when Muoio was a spotlighted panelist at the 2007 ACCM in Boston discussing industry trends and success strategies, to its bankruptcy sale to Current USA, a division of Taylor Corp.

Consider the speed with which it imploded. Before the acquisition by Sun Capital there were 128 people working in the White Plains office. (No doubt fewer than were in the Rye offices before the move down the road.) In August, 2006, 48 people were working in White Plains and then most of the remaining jobs were shifted to Virginia Beach. After the 2006 Holiday rush the company laid off about 25% of its full-time workforce. At this point total staff was around 500. By June 30, 2007, the company had 564 employees. By the end of 2007 there were 374 employees and by late winter 177 employees with more cuts being contemplated. There were roughly 80 employees at the time of the Current USA sale. So by my calculations the company went from a headcount of over 700 to 80 in roughly 18 months with most of that within the last 7 months.

Mr. Muoio believes the catalog industry’s paradigm needs to change; I couldn’t agree more. Quoted in MultiChannel Merchant, he said “You can’t go year round because the variable costs have destroyed companies, and you can’t make up enough in the holiday season. You’ll have shrinking brands and shrinking files. It will be a slow grind down.” This writer’s opinion is that if Lillian Vernon is predictive of an industry trend we need a new definition of “slow grind”.

In coming weeks I’ll chronicle other recent changes, such as The Sharper Image, BlueSky Brands, The Bombay Company, and some lesser known companies. I’d like to hear your stories as well. The trend is not good and I certainly agree with Mr. Muoio that the paradigm needs to change. Your thoughts?

April 8, 2008

Catalog Choice: “Honey, I used the kids!”

Catalog Choice describes themselves as ” a free service that allows you (consumers) to decide what gets in your mailbox. Use it to reduce your mailbox clutter, while helping save natural resources.” Catalog Choice was in attendance at the Spring ‘08 NEMOA conference in Cambridge, MA. Hats off to the brave representatives who met with a reception about as chilly as the mid-March wind off the Charles. Nonetheless, they were there to dialog, so the industry should take them at their word. This video was placed on the CatalogChoice.org website and the NRDC got it to NBC where Ann Curry of The TODAY SHOW loved it and showed part of it along with a LIVE interview with the teacher’s class!

Play the video “Canceling Catalogs Challenge” and post your comment. Do you think its appropriate to use the kids and their video in promoting Catalog Choice’s mission? Express your opinion by taking our poll clicking here. Check back for results. Let’s dialog!

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