PRIZE DRAWING RULES
MCM Outlook 2012 Survey
GENERAL INFORMATION
CATALOGS
OPERATIONS/FULFILLMENT
E-COMMERCE
GENERAL MARKETING
THANK YOU
MCM Outlook 2012 Survey
GENERAL INFORMATION
NAME
COMPANY
EMAIL ADDRESS
A1.
What is your company’s primary business classification?
Online merchant
Retailer
Manufacturer
Publisher/media
Wholesale/distributor
Other (please specify)
A2.
Does your company market products directly to consumers and/or businesses through a print catalog?
Yes
No
A3.
Please indicate all the channels through which your company markets. (Select all that apply)
E-commerce website
Social media
Catalogs (print)
Retail stores
Outlet stores
Telemarketing
Direct sales force
DRTV
Mobile
Other (please specify)
A4.
Which best describes your customer base?
Primarily consumer (60% or more of sales are consumer)
Primarily b-to-b (60% or more are to b-to-b)
A relatively even distribution of consumer and b-to-b
A5.
Approximately what is your company’s annual sales volume?
Less than $500,000
$500,000 $999,999
$1.0 million to $4.9 million
$5.0 million to $9.9 million
$10.0 million to $24.9 million
$25.0 million to $49.9 million
$50.0 million to $100 million
More than $100 million
A6.
Which of the following best describes your primary responsibility at your company? (Select all that apply)
Print catalog marketing/management
Operations and fulfillment management
E-commerce marketing/management
Other (please specify)
Continue
CATALOGS
B1.
In addition to selling products, what is the purpose of your print catalog today? Please rate the importance of each of the following on a scale of 1-10, with 10 being most important.
1
2
3
4
5
6
7
8
9
10
Branding
Web traffic driver
Store traffic driver
Mobile driver
Prospecting tool
Other
If other, please specify
B2.
How do you track your catalog’s effectiveness? (Select all that apply)
Keycode capture
Matchback program
We don’t have a formal program
Other (please specify)
B3.
What print formats (other than catalogs) have you used to cut costs in the past 12 months? (Select all that apply)
Postcards
Fliers
Solo mailers
Direct mail
Have not used any alternative formats
Have not tried any other formats
Other (please specify)
B4.
What print formats (other than catalogs) are you considering using in the next 12 months? (Select all that apply)
Postcards
Fliers
Solo mailers
Direct mail
None
Other (please specify)
B5.
Are you using variable printing to customize catalogs?
Yes
No
No, but we are considering it
B6.
Do you plan to create customized catalogs for specific customer segments in the next 12 months?
Yes
No
B7.
Which of the following mailing logistics services methods do you currently use, and which ones do you plan to test in the past 12 months? (Select all that apply)
Currently use
Plan to test
Selective binding
Comailing
Copalletization
Other
If other, please specify
B8.
Are you currently using the U.S. Postal Service’s intelligent mail barcode (IMB)?
Yes, full-service IMB
Yes, basic IMB
No
Don’t know
B9.
How did your catalog creative or production change in the past 12 months? (Select all that apply)
Increased
Stayed the same
Decreased
Page count of my catalogs
Trim size of my catalogs
Paper stock/weight of my catalogs
Other
If other, please specify
B10.
In what ways are you considering changing circulation within the next year? (Select all that apply)
Increase
Make no change
Decrease
Catalog circulation
Catalog editions/drops
List rental
Mailings to inactive buyers
List hygiene/addressability tools
None of the above
Other
If other, please specify
B11.
How much do you plan to increase or decrease your catalog circulation in 2012?
Increase by 1% to 10%
Increase by 11% to 20%
Increase by more than 20%
Will keep circulation the same
Decrease by 1% to 10%
Decrease by 11% to 20%
Decrease by more than 20%
Other (please specify)
B12.
In addition to using your own in-house file, what methods of prospecting will you use during the next 12 months? (Select all that apply)
Catalog
Email
Postcards/direct mail
Facebook ads
PPC ads
Print advertising
Mobile ecommerce
Pinterest
Facebook
Twitter
Google+
Marketplace (Amazon, eBay, etc.)
Comparison-shopping engines
Retargeting ads
DRTV
Radio
Tell-a-friend offers
We don’t prospect
Other (please specify)
B13.
Which of the cooperative databases are you using? (Select all that apply)
American List Exchange (ALEXA)
Epsilon Abacus Co-op
I-Behavior
MeritBase Direct
NextAction
Prefer Network
Wiland Direct
Experian Z-24
None
Other (please specify)
B14.
How are you using the co-ops? (Select all that apply)
For prospecting
For list hygiene
For modeling purposes
Other (please specify)
We are not using co-ops
B15.
How has your use of the co-ops vs. traditional list rentals changed in the past 12 months?
Rely significantly more on co-ops
Rely somewhat more on co-ops
Rely slightly more on co-ops
Use co-ops about the same
Rely slightly less on co-ops
Rely somewhat less on co-ops
Rely significantly less on co-ops
Other (please specify)
Continue
OPERATIONS/FULFILLMENT
C1.
What percentage of your direct orders come in via each of the following? (Select all that apply)
Catalog contact center
0-4%
5-9%
10-14%
15-19%
20-24%
25-29%
30-34%
35-39%
40-44%
45-49%
50-54%
55-59%
60-64%
65-69%
70-74%
75-79%
80-84%
85-89%
90-94%
95-99%
100%
Ecommerce
0-4%
5-9%
10-14%
15-19%
20-24%
25-29%
30-34%
35-39%
40-44%
45-49%
50-54%
55-59%
60-64%
65-69%
70-74%
75-79%
80-84%
85-89%
90-94%
95-99%
100%
Mobile commerce
0-4%
5-9%
10-14%
15-19%
20-24%
25-29%
30-34%
35-39%
40-44%
45-49%
50-54%
55-59%
60-64%
65-69%
70-74%
75-79%
80-84%
85-89%
90-94%
95-99%
100%
Tablet commerce
0-4%
5-9%
10-14%
15-19%
20-24%
25-29%
30-34%
35-39%
40-44%
45-49%
50-54%
55-59%
60-64%
65-69%
70-74%
75-79%
80-84%
85-89%
90-94%
95-99%
100%
Other
0-4%
5-9%
10-14%
15-19%
20-24%
25-29%
30-34%
35-39%
40-44%
45-49%
50-54%
55-59%
60-64%
65-69%
70-74%
75-79%
80-84%
85-89%
90-94%
95-99%
100%
If other, please specify
C2.
What contact center measurements do you rely on? (Select all that apply)
Average call length
Service level/average speed of answer
Productivity (calls answered per hour)
Call abandonment rate
Cost per call
Agent occupancy
Conversion rate
First-call resolution rate
Social media
Quality monitoring scores
ROI
Customer satisfaction scores
Accuracy
None
Other (please specify)
C3.
What contact center technology are you using? (Select all that apply)
Quality monitoring software
Workforce management software
Automatic call distributors (ACDs)
Voice over Internet Protocol (VoIP)
Customer relationship management (CRM) applications
Speech recognition technology
Text-to-speech solutions
Interactive voice response (IVR)
Web chat
Collaborative browsing
Callback systems
Social media
Smart agent desktop
Voice analytics
Knowledge management database
Other (please specify)
None
C4.
Have you added any new technologies to your contact center in the past 12 months?
Yes (please explain)
No
C5.
Do you plan to add any new technologies to your contact center in the next 12 months?
Yes (please explain)
No
C6.
Are you using an outside provider for contact center services?
Yes
No
No, but considering it
C7.
Are you using an offshore contact center services provider?
Yes
No
No, but considering it
C8.
Which systems does your company currently use? (Select all that apply)
Order management and fulfillment system (OMS)
Customer relationship management (CRM)
Warehouse management system (WMS)
Merchandise forecasting system
Business intelligence (BI)
Enterprise resource planning (ERP)
Transportation management system
Material handling control system (MHCS)
Supply chain management
Labor management
Shipping and delivery
Other (please specify)
C9.
What systems purchases is your company looking to make in the next 12 months? (Select all that apply)
Order management and fulfillment system (OMS)
Customer relationship management (CRM)
Warehouse management system (WMS)
Merchandise forecasting system
Business intelligence (BI)
Enterprise resource planning (ERP)
Transportation management
Material handling control system (MHCS)
Supply chain management
Labor management
Other (please specify)
C10.
What are your general plans for IT in the next 12 months? (Select all that apply)
Upgrade existing systems
Install new systems
Cut IT costs
Integrate various hardware and software platforms
Change IT platforms
Hire more IT personnel
Retrain IT personnel
Install RFID capabilities
Install VOIP
Other (please specify)
C11.
How do you anticipate your IT spending in 2012 will compare with what you spent in 2011?
Will increase more than 10%
Will increase 6%-10%
Will increase 1%-5%
Will remain the same
Will decrease 1%-5%
Will decrease 6%-10%
Will decrease more than 10%
C12.
Do you use an outside service for fulfillment?
Yes
No
No, but considering it
C13.
If you handle your own fulfillment, how many distribution centers do you operate?
One
Two
Three
Four or more
C14.
What technology or technologies would you most like to implement in the next 12 months?
C15.
Approximately what percentage of your overall orders is returned?
1% or less
2%
3% - 4%
5% - 9%
10% - 14%
15% or more
C16.
Approximately what percentage of your overall orders goes on backorder (partial or full)?
1% or less
2%
3% - 4%
5% - 9%
10% - 14%
15% or more
C17.
Do you drop-ship merchandise?
Yes
No
No, but considering it
C18.
If so, what percentage of your merchandise is drop-shipped?
0-4%
5-9%
10-14%
15-19%
20-24%
25-29%
30-34%
35-39%
40-44%
45-49%
50-54%
55-59%
60-64%
65-69%
70-74%
75-79%
80-84%
85-89%
90-94%
95-99%
100%
C19.
Which company is your primary domestic parcel carrier?
UPS
U.S. Postal Service
FedEx
FedEx Smartpost
Regional carriers (e.g., OnTrac, Eastern Connection, Spee-Dee, Lone Star, etc.)
Other (please specify)
C20.
Which company is your primary international parcel carrier?
UPS
U.S. Postal Service
FedEx
DHL
Purolator USA
Canada Post
TNT
We use a third-party international shipping service provider
Other (please specify)
C21.
Do you consider the U.S. Postal Service as a viable alternative to FedEx and UPS?
Yes
No
Don't know
C22.
FedEx and UPS have changed the dimensional weight factor used to calculate delivery charges, from 194 to 166 for domestic shipments and from 166 to 139 US export shipments. How has this change increased your shipping costs?
None
1% - 10%
11%-20%
21%-30%
31%-40%
More than 41%
Don’t know
C23.
How do you charge customers for shipping and handling?
Base fee on the total value of the order
Base on order weight and delivery distance
Flat fee
Other (please specify)
We don’t charge for S&H
C24.
What percentage of your shipments is residential?
None
1-10%
11%-25%
26%-50%
51%-75%
76%-100%
Don’t know
C25.
If you have stores, which of the following do you allow? (Select all that apply)
In-store pickup
In-store shipping
In-store returns/exchanges of catalog/Web items
Web-enabled kiosks
None
Other (please specify)
We don’t have stores
Continue
E-COMMERCE
D1.
How do you measure your SEO/SEM efforts? (Select all that apply)
Traffic
Rankings
Clickthroughs
Total conversions
Sales
Print catalog requests
Email newsletter signups
Social media
Other (please specify)
D2.
What are you doing to try to improve your search engine ranking? (Select all that apply)
Reaching deeper into analytics
Increasing PPC terms
Blogging and links
Use of video
Optimizing landing pages
Working with SEO consultant or agency
Nothing
Other (please specify)
D3.
Approximately what percentage of your overall marketing budget is spent on SEM?
0-4%
5-9%
10-14%
15-19%
20-24%
25-29%
30-34%
35-39%
40-44%
45-49%
50-54%
55-59%
60-64%
65-69%
70-74%
75-79%
80-84%
85-89%
90-94%
95-99%
100%
D4.
How much of your search marketing budget is put towards PPC vs. SEO?
PPC
0-4%
5-9%
10-14%
15-19%
20-24%
25-29%
30-34%
35-39%
40-44%
45-49%
50-54%
55-59%
60-64%
65-69%
70-74%
75-79%
80-84%
85-89%
90-94%
95-99%
100%
SEO
0-4%
5-9%
10-14%
15-19%
20-24%
25-29%
30-34%
35-39%
40-44%
45-49%
50-54%
55-59%
60-64%
65-69%
70-74%
75-79%
80-84%
85-89%
90-94%
95-99%
100%
D5.
Specifically with your SEO & PPC efforts, which of the following are you tracking? (Select all that apply)
Offline purchases
Percentage of customers that are new-to-file
Customer lifetime value
Bounce rate
Shopping cart abandonment rate
Conversion rate
ROI
Average order value
None
Other (please specify)
D6.
Which of the following mobile commerce strategies are you currently using? (Select all that apply)
We have an m-commerce site
We use mobile advertising to promote sales and special offers
We use mobile search ads
We distribute mobile coupons
We have mobile apps
We accept mobile payments
We accept mobilized optimized site
Other (please specify)
We are not using mobile commerce
D7.
For which of the following devices does your company offer mobile apps? (Select all that apply)
Android
Blackberry
iPad
iPhone
Microsoft
We don’t have mobile apps
D8.
Which of the following rich media techniques does your company use? (Select all that apply)
Product visualization tools
Zoom
Alternate views
Product demonstrations
Video
We are not using rich media
Other (please specify)
D9.
What kind of user-generated content are you including on your site? (Select all that apply)
Customer reviews/ratings
Photos
Videos
Testimonials
Integrating Share this/Facebook/Tweet this
Blog comments
Forums
Surveys and polls
We don’t have user-generated content on our site
Other (please specify)
D10.
On a scale of 1-10, with 10 being most valuable, how would you rate the value of each of the following to your online strategy?
1
2
3
4
5
6
7
8
9
10
Email
Search engine optimization
Paid search
Online display ads
Marketing to shopping-cart abandoners
Affiliate marketing
Social media
Mobile
Mobile/text SMS
Sending offline traffic online
Other
If other, please specify
D11.
Aside from email reminders, how are you marketing to shopping-cart abandoners? (Select all that apply)
Pop-up window reminder
Live chat
Telemarketing
Special offer via e-mail
Remarketing ads on other Websites
Other (please specify)
We do not market to people who have abandoned carts
D12.
Which of the following site search functions do you offer? (select all that apply)
Ability to refine results
Guided navigation
Autocomplete
Thumbnail images with results
Other (please specify)
D13.
Are you using live chat on your site?
Yes
No
No, but considering it
D14.
What type of alternative payment options does your Website provide? (Select all that apply)
PayPal
Bill Me Later
Google Checkout
Amazon Payments
eBill Me
None
Other (please specify)
D15.
Does your site include a trustmark of approval from a third-party company?
Yes
No
No, but we are considering it
D16.
If so, what type of trustmark(s) do you have? (Select all that apply)
SSL security
Hacker-free
Better Business Bureau
Verisign
McAffee
Trust-e
Other (please specify)
D17.
Are you using quick reader (QR) barcodes as part of your marketing strategy?
Yes
No
No, but we are considering it
D18.
If you using QR codes, how are you using them? (Select all that apply)
In our print catalogs
In postcards and/or other non-catalog mail pieces
As part of our marketing collateral (signs, bags, etc.)
Other (please specify)
D19.
Which marketplaces are you selling in?
Amazon
Buy.com
Ebay
Half.com
NewEgg
Overstock.com
Sears
Walmart
Other (please specify)
We don't sell in marketplaces
D20.
Are you planning to redesign your Website in the next 12 months?
Yes
No
D21.
If yes, what are the top three goals of your redesign? (Select all that apply)
Update or refresh the look of the site
Increase use of personalization
Improve SEO
Cross-channel capabilities
Make navigation easier
Speed up/refine search function
Incorporate social media elements
Add advanced merchandising features
Increase conversion rate
Other (please specify)
We are not redesigning our site
D22.
What functions do you plan to add to your Website in the next 12 months?
Video
Customer reviews and ratings
Personalized recommendations
Product configuration
Dynamic images
Color swatches
Blogs or forums
Advanced search/more search capabilities
More social media tools
Live chat or click to call
More analytical tools
Triggered emails
Gift registry or wish list
Order status
Order tracking
Item availability
Guided (faceted) navigation
Other (please specify)
D23.
In which social media outlets does your company maintain an active presence? (Select all that apply)
Facebook
Twitter
MySpace
LinkedIn
YouTube
Flickr
Google+
Pinterest
Instagram
StumbleUpon
Niche network that targets our customer base
Company blog
None
Other (please specify)
D24.
Do you have a company blog?
Yes
No
D25.
If yes, who is the primary author?
The company president/CEO
Ghostwriter for president/CEO or other executive
A designated employee
An outside writer
Group blog written by several staffers
Group blog that includes guest contributors
Customers
Don’t have a company blog
Other (please specify)
D26.
How is your company using social media? (Select all that apply)
To monitor what consumers are saying about our brand
To distribute coupon codes
To announce offline offerings
To engage conversation with consumers
To try to prospect for new customers
Facebook commerce
Other (please specify)
D27.
How do you measure success in social media? (select all that apply)
Number of followers/fans
Number of participants in special promotions
Matched-back sales
Facebook commerce sales
Coupon code redemptions
Buzz
Sales directly attributed to social media
Other (please specify)
We do not measure our social media efforts
D28.
How satisfied are you with the effectiveness of your company’s social media efforts?
Extremely satisfied
Somewhat satisfied
Not very satisfied
Not at all satisfied
D29.
Why?
Continue
GENERAL MARKETING
E1.
Which media do you use to promote your business? (Select all that apply)
Consumer publications
Business publications
Email
Flash sales
Marketplace (Amazon, eBay, etc.)
Our own Website
Banner ads
Paid search
Radio
Social media
Solo mailers/direct mail other than catalogs
Space ads
Television commercials/infomercials
Affiliate marketing
Mobile
None
Other (please specify)
E2.
How is your marketing spending in each of these areas changing in 2012, compared to 2011? (Select all that apply)
Increase
Remain the same
Decrease
Consumer publications
Business publications
Email
Our own Website
Banner ads on other Websites
Paid search
Radio
Social media
Solo mailers/direct mail other than catalogs
Space ads
Television commercials/infomercials
Affiliate marketing
E3.
Has your organization expanded its merchandise niche into a new category within the past 12 months—or does it plan to in the next 12 months?
Yes
No
Last 12 months
Next 12 months
E4.
If yes, how? (Select all that apply)
New brand in print/spin-off catalog
New brand online/new Website (with different URL)
Added new categories/special section in primary print catalog
Added new categories/special section on existing Website
Other (please specify)
Have not nor plan to expand niche
E5.
Did you meet
profitability
expectations in 2011?
Yes, exceeded revenue expectations by more than 10%
Yes, exceeded revenue expectations by 6% to 10%
Yes, exceeded revenue expectations by 1% to 5%
Yes, met our expectations
No, fell short by 1% to 5%
No, fell short by 6% to 10%
No, fell short by more than 10%
E6.
Does it look like you’ll meet your
profitability
expectations in 2012?
Yes, will exceed profitability expectations by more than 10%
Yes, will exceed profitability expectations by 6% to 10%
Yes, will exceed profitability expectations by 1% to 5%
Yes, will meet our expectations
No, will fall short by 1% to 5%
No, will fall short by 6% to 10%
No, will fall short by more than 10%
E7.
Which one of the following statements best describes your outlook concerning your company’s revenue growth during the next 12 months?
We expect revenue to grow by more than 10%
We expect revenue to grow by 6% to 10%
We expect revenue to grow by 1% to 5%
We expect revenue to remain flat
We expect revenue to decrease by 1% to 5%
We expect revenue to decrease by 6% to 10%
We expect revenue to decrease by more than 10%
E8.
What metrics have become more important to your business and as a decision-making tool in the past 12 months? (Select all that apply)
Email-related metrics
Website–related metrics
Catalog-related metrics
Search-related metrics
Affiliate-related metrics
Tablet metrics
Social media
Mobile operations
None
Other (please specify)
E9.
Have you increased your focus on loyalty programs in the past 12 months?
Yes
No
E10.
If no, do you plan to increase your focus on loyalty programs within the next 12 months?
Yes
No
Not sure yet
E11.
What benefits do you offer participants in your loyalty or incentive program? (Select all that apply)
Frequent buyer points
Free shipping and handling
Discounts
Free gifts
Other (please specify)
E12.
What e-mail metrics do you track? (Select all that apply)
Sales
Lifetime value
Cost to acquire
Deliverability
Open rates
Clickthroughs
Unsubscribe rates
Spam complaint rate
None
Other (please specify)
E13.
What types of e-mails do you send? (Select all that apply)
Promotional/marketing
Transactional (e.g., order confirmation)
Prospecting
Reactivation
Trigger e-mails (e.g., abandoned cart, birthday)
Other (please specify)
We don’t do e-mail marketing
E14.
Have you changed the frequency of your e-mails in the past year? (Select all that apply)
Yes, we send promotional/marketing e-mails more frequently
Yes, we send promotional/marketing e-mails less frequently
Yes, we send trigger e-mails more frequently
Yes, we send trigger e-mails less frequently
Other (please specify)
No change
E15.
Beyond things like deployment and handling opt-outs, what functions does your e-mail services provider perform for you? (Select all that apply)
Provides insight to data, analytics
Handles file maintenance/hygiene
Consulting services
Other (please specify)
E16.
If you had more money in your marketing budget, what would you spend it on? (Select all that apply)
Print catalog/direct mail circulation
More sophisticated e-mail programs
Search
Affiliate marketing
Data/analytics for better targeting
Social media
Mobile
Retargeting
Personalization
Other (please specify)
E17.
Are planning to invest in marketing technology or upgrades?
Yes, definitely
Yes, probably
Yes, possibly
No
Don’t know
E18.
If yes, please specify
E19.
Are you planning to hire more staff in 2012?
Yes, definitely
Yes, probably
Yes, possibly
No
Don’t know
E20.
If yes, what expertise will you be looking for in your new hires? (Select all that apply)
Print catalog marketing
Database marketing/data analytics
Email marketing
Search marketing
E-commerce marketing
Social media
Mobile
Tablet
Operations
Other (please specify)
E21.
How much would you be willing or able to pay for a new position?
Up to $30,000/year
$30,001-$50,000
$50,001-$75,000
$75,001-$100,000
More than $100,000
Continue
THANK YOU
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