Recently, Michigan Tech’s Merchandising department (the Bookstore and University Images) chose to eliminate the printed catalog of Tech apparel and accessories and instead only sell its products on its online store. The online store is the best source for up to date products that can be purchased at the Michigan Tech stores. In the catalogs’ last several years, the Merchandising department was producing almost 40,000 copies that were mailed to alumni and friends across the country costing the department from $15,000 to $20,000 a year in production and postage. Transitioning fully to the website has made it less of a hassle for potential customers to check and see what products are still being offered and in what varieties making off-campus shopping easy.
The physical catalog became steadily less customer friendly when showing products that were often no longer available at the store when customers tried to order them through the post or over the phone. By discontinuing the catalog, people will have a more enjoyable shopping experience while using the online store. Customers are now able to access an accurate representation of the Bookstore’s physical stock. Over time, the percentage of orders received from the website reached the point where it was no longer practical to continue with the printed catalog. The website is able to be updated much faster to better reflect what can be found in the stores and online. Overall, the website became an easier interface for potential customers to see what is available, so the decision was made to discontinue the physical catalog.
You can visit Michigan Tech’s online merchandise store here: http://www.bookstore.mtu.edu/michtech2/