Sierra Trading Post Cuts Catalog Production Time by Nearly 50%; Introduces New Products to Customers Faster

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Sierra Trading Post has taken an innovative step toward bringing its newest products to customers via catalog. Through increased efficiencies and a shortened printing schedule, Sierra Trading Post expects to mail approximately 27 million catalogs to consumers this year with up to 50 percent more new product than last year's titles.

By merging the speed of Internet shopping with the convenience and accessibility of catalog shopping, we've not only preserved the catalog shopping experience, but improved it

Sierra Trading Post has taken an innovative step toward bringing its newest products to customers via catalog. Through increased efficiencies and a shortened printing schedule, Sierra Trading Post expects to mail approximately 27 million catalogs to consumers this year with up to 50 percent more new product than last year's titles.

To keep pace with today's ever-evolving catalog and online retail market, Sierra Trading Post has changed several key production processes in house and through their catalog printing company, Quad Graphics. In house, Sierra Trading Post's catalog production schedule has been reduced from five weeks to three weeks, allowing for nearly 50 percent more time to buy new product and get it into upcoming catalogs. Externally, Sierra Trading Post has moved from a typical catalog printing process to a process schedule that resembles that of a periodical. A recent move to Quad Graphics' Georgia-based printing location allows Sierra Trading Post to print catalogs on a weekly basis, making it possible for catalogs to get to customers in almost half the time as before. Like all Quad printing facilities, the Georgia-based location is equipped for quick-turn production.

Quad Graphics is one of the world's largest privately held printers of magazines, catalogs and other commercial products, and the third-largest printer--public or private--in the Western Hemisphere. Sierra Trading Post's nine catalogs--Shoes, Etc., Outdoors, Adventure Edge, Home & Gift, Active Women, Women's Classics, Men's Classics, Core and Hot Deals--now print alongside publications such as Newsweek, People, Time and Entertainment Weekly.

While 62 percent of consumers continue to utilize catalogs as their primary home-shopping tools (Direct Marketing Association 2008), there is significant evidence that many of the actual sales occur online. By delivering catalogs to their consumers faster than ever, Sierra Trading Post has taken a revolutionary step in bringing the catalog retail market to pace with the Internet retail market.

"By merging the speed of Internet shopping with the convenience and accessibility of catalog shopping, we've not only preserved the catalog shopping experience, but improved it," says Ken Walter, Sierra Trading Post Merchandising Manager. "By revamping both our printing and in-house production processes, we've allowed the catalog shopper to participate in the culture of the online shopper. New product is getting to customers faster than ever."

Already a front runner in the direct marketing industry, Sierra Trading Post is revolutionizing the way consumers shop. By getting fresh product to customers in half the time, Sierra Trading Post has made more new items accessible than ever before.

About Sierra Trading Post
Headquartered in Cheyenne, Wyo., Sierra Trading Post is a multichannel retailer known nationwide for offering "Great Deals. Great Brands." Sierra Trading Post purchases brand name overstocks, closeouts and 2nds, and passes the savings on to its customers - selling outdoor gear, shoes, men's clothing, women's clothing, accessories and home furnishings at 35 to 70% savings every day. A top 100 Internet retailer in sales per Internet Retailer Magazine, Sierra Trading Post operates four outlet stores in Boise, Idaho; Reno, Nev.; Cheyenne and Cody, Wyo.; with customer service call centers located in Cheyenne and Cody.

For more information please visit http://www.SierraTradingPost.com.

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