Catalog Marketing 101 - Operations & Fulfillment
If you can't take the order, ship the order, manage the inventory, and give your customers good customer service, then your catalog is going to fail. Catalog operations and fulfillment are not the sexy part of catalog marketing, but they are as necessary as breathing. It is the most important part of your catalog business. Without it, all the marketing in the world is not going to save your business. Mess it up and your customers will simply not comeback. We'd like to believe that we are the only game in town, but when it comes to products, most can be purchased somewhere else. If it's a new customer, making their first purchase, you get only one chance. This section of the Catalog Marketing 101 tutorial walks you through every step of the fulfillment process and the things you need to know to run a successful catalog operation. As a marketer, you are probably more interested in the creative side of the catalog business, but this will make or break a catalog, so you need to know what is involved even if you're not the person ultimately responsible for operations and fulfillment. This tutorial will help you do that.
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