A CEO’s Guide To Modern Catalog Circulation, Part 3 of 3
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* Do you adjust your merchandise assortment so customers obtained from co-op statisticians are responsive?
* Or do you have a merchandising vision consistent with your brand and then find customers who like the merchandise you offer?
* Who truly owns your brand?
Catalog CEOs must challenge their circulation teams to analyze merchandise performance from co-op database-acquired names, rented lists and all other sources. If there are significant differences in merchandise productivity for co-op-sourced names, hold a meeting with co-op database leaders to discuss the role co-op databases play in the future direction of your brand.
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