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Catalog Case Study: J&L Industrial Supply Co.

August 25, 2004
On the strength of its catalog, J& L Industrial Supply Co. built a powerful national presence as a distributor in metalworking supplies. But in its pursuit of further growth, the company found that it was getting very little of its customers' day-to-day MRO business. Those purchases went to companies with a local presence.

This led the Livonia, MI-based unit of Kennametal Inc. to rethink its business and adopt a different model. Chuck Moyer, vice president of marketing and supply chain management, calls it a hybrid of a catalog distributor and a more traditional multi-channel distribution operation.

In the new model, which J& L has implemented as an evolutionary change over the past three years, the catalog would still be a high-profile marketing tool, but would be ...

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