A Chat With Sue Landay, President, Trainer’s Warehouse
The second key is trying things out. In catalog terminology it’s testing, testing, testing, which I’ve heard said innumerable times. As I think about it for a small cataloger and what’s been important to us is that there were people who said you’ve got to have such and such sample size to be valid. You need 10,000 to be valid. Well when you’re that small, even doing 2,500 is going to tell you something. It may not be statistically valid, as I know statistics will tell you, but again, you need to try stuff out in ways that work for where you are in your growth.
Third, track results. That’s one of the beauties of the catalog business. You can see the impact of different efforts. Putting in the infrastructure to try and figuring out what’s working and what’s not. Even with the challenges of being a b-to-b business, it’s important. But you also have to be able to step back from those results and not get buried in the minutiae.