There are plenty of Christmas catalogs in the mail this year โ some great, some just OK, some forgettable. Here are my faves for 2015: The Folio Society "Christmas 2015 Collection" An impressive package in a large envelope with letter, three inserts and two catalogs (one just of childrenโs gift books). This high-end U.K. bookโฆ
PATIENT: โDoc, we do tests, but I don't feel that we learn much from them. What are we doing wrong? What should we change?โ CATALOG DOCTOR: "Try building your tests differently to get clearer, more actionable results. Here are some tips for what to do, and what not to do.โ Optimizing an Offer Test The goal:โฆ
PATIENT: โDoc, I really need to cut catalog program costs again, but without impacting sales. We've already done the standard things like lighter paper, fewer pages, operational efficiencies, and so on. What's left?โ CATALOG DOCTOR: โYou've done well so far. What's left isn't as easy as the standard cuts. Most require study and elbow grease.โฆ
PATIENT: โDoc, we've recently experienced a sales drop and I don't understand why. What's the best way to track down why it happened and how to fix it?โ CATALOG DOCTOR: โYou're doing right to quickly dig into causes behind the sales drop. The quicker you know why, the faster you can fix things. Here's aโฆ
โOur audience is dying. We need to attract a younger audience to get sales back up.โ I've heard this over and over for years from both consumer and business catalogers. Yet their age-range demographic reports usually show counts remaining stable, not declining. What's up? While itโs true for catalogers with older customer bases that aโฆ
Catalog creatives generally feel like they live in a different universe than circulation folks. However, both share the same catalog goals and you'll find you can achieve those goals faster and better by communicating with each other. Here are some tips on how and when to talk. Before You Begin Your Next Design Cycle 1.โฆ
Being bored with your catalog design is a terrible reason for a redesign. Your feelings donโt count; your customersโ feelings do.
Are your catalog and products unique? Are they loaded with customer benefits? If "yes" to both, are you also telling your benefit and unique story well enough to your customers?
Cost cutting among catalog brands has been widespread for the past few years โ and with good results. It's kept many catalogers afloat during the recent tough times, and helped build profits as well as operational disciplines. All that's swell, but beware of going to extremes and overcutting in ways that could harm. Here are four ways that, reliably for most, increase sales and return on investment, and therefore should be on your do-not-cut list:
Over the years, I've come to realize that in many ways cataloging is rocket science. Here are four reasons why: