Drop Shipping and The Paper Catalog

I get requests from people every single day to mail them a catalog. And yes, I mean every day. So, if you had to guess, what do you think I do with them? No, nothing grand, I just file them on my computer for a time when I might have a catalog ready. Whenever that may be.

People automatically assume that just because you have an online store, you surely have a catalog. The reality of the day is that a catalog is extremely expensive to produce. Graphic design, original photography and content, and printing is just the beginning. Add on postage and obtaining a decent mailing list and you’ll be amazed at what producing a paper catalog can cost. Plus with an extremely low return rate, you have to mail out tons and tons of catalogs to make it feasible.

While I’m no expert, I’ve heard it said that your store really needs revenues of $1 million before considering producing your own catalog.

However, admittedly, I am missing an opportunity. How can I be taking advantage of these requests?

1. At the very least I should be responding to these emails, thanking them for their interest, and telling them that we only have a website at the moment, but will keep their request on file. But I don’t.

2. I should be adding them to my email marketing list. They have, afterall, requested information from my company. I have, however, failed to do this.

3. I could be sending each of them a coupon or special offer. “Sorry for not being able to fill your request for a paper catalog. Please accept this $5 coupon good on any purchase along with our apologies.” I could mail or email this. But alas, I haven’t done either.

So obviously I have some work to do. But the lesson to be learned here is not to overlook the easy opportunities provide great service and maybe gain some customers in the process.

Does anyone else have different ideas of how to handle this?

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