61 Section 3.2 Other Nonstore Retailers Infomercials focus on the fact that the products are not available in stores. To get the low prices being offered, viewers must order within a short time period. While infomercials are expensive to produce and air, they often generate very successful sales numbers. Direct Mail and Catalogs Direct mail is any piece of marketing communication sent to potential customers through the post offi ce. These mailings are often thought of as junk mail because the product information may not have been requested. Brochures, postcards, and letters that describe products and ask the readers to make a purchase are considered direct mail. Catalogs are actually a form of direct mail. Direct mail orders can be placed through the Internet or by phone. In 1894, Richard Sears created the fi rst retail catalog and changed the retail industry forever. Sears advertised merchandise with catchy phrases that made products more appealing. The famous Sears Wish Book annual holiday catalog was more than 400 pages long at the height of its publication. While sales directly from catalogs are gradually decreasing, they still play an important role in nonstore retailing. Most large brick-and-mortar retailers use some form of catalog in their multichannel-approach to sales. Before the computer age, catalogs were the primary source for reaching remote customers. Catalogs were mailed at peak buying times, such as back-to-school or holidays. Today, many retailers send between 20 and 30 different catalogs per year. These are often specialty catalogs, which may feature products not offered in their physical stores. Some e-tailers provide print catalogs simply to meet customer needs. Customers can browse the catalogs at their leisure and, if they prefer, order products online. By providing both the website and print catalog, customers have more buying options. Social Media Social-Media Marketing (SMM) Social-media marketing (SMM) is the use of social media as a part of the retail marketing plan to convince consumers to buy product or services. For SMM to be effective, consistent communication must take place. Traditional marketing using print brochures, catalogs, and postcards require time and commitment to create each piece. After the piece is mailed, it is hoped that customers will respond and want more information or buy the product. “Snail mail” creates lapses in time in the communication stream. However, with social media marketing, multiple daily communications must take place in order for it to be effective.