The 50 Best Tips of 2006
More than metrics.
Businesses don’t succeed through metrics alone. Ideas and people make a company and a brand successful. If all you know about your customer is her numbers, she’ll soon be giving her number to somebody else.
—Geralynn Madonna, Spiegel Brands, source, “How Spiegel Recovered,” June, Catalog Success
To provide a perk that might be less costly than free shipping, try offering mail-in rebates.
Sixty-seven percent of consumers demand free shipping, but only 25 percent of free shipping rebates are redeemed.
—José Li, FedEx, source, “Six Picking and Packing Tips,” April 25, Catalog Success Idea Factory
Improve matchback results.
Before starting a matchback process, have your vendor run your mail tapes and the order file through standard address correction software. Standardizing addresses in both files will improve your match rate. So instead of making the program match 1234 Hazel Grove Lane with 1234 Hazel Gr Ln, both your mail tapes and your orders will have the same software-approved layout.
—Terrell Sellix, McIntyre Direct, Special Report: Matchbacks, March, Catalog Success
Proceed with caution when it comes to promotional offers.
The names you select to get a free-shipping offer should be in specific groups. For example, use the offer to reactivate 24-month-plus multibuyers, or to convert catalog requestors. But don’t offer it to your most recent buyers unless you want to drive traffic to the Web.
—Stephen R. Lett, Lett Direct, Strategy, “What You Need to Know About Promotional Offers,” April, Catalog Success
Use regression analysis to quantify the relationship between two variables.
This way, you can predict what a sales increase could be with a given discount offer and still be statistically correct. If the correlation is too small or nonexistent, seek other factors that may affect your bottom line.
—Orest Protch, "Use Regression Analysis to Optimize Catalog Circ and Sales Data,” Feb. 28, Catalog Success Idea Factory
- Altman Dedicated Direct
- DM Transportation
- F. Curtis Barry & Co.
- Federal Express
- Fry, Inc.
- Hershey's Gift Catalog
- J. Schmid & Assoc.
- J.C. Whitney & Co.
- Lett Direct Inc.
- Liz Kislik Associates LLC
- McIntyre Direct
- Millard Group Inc.
- Orvis Company
- SC Fulfillment Services Inc.
- Sierra Trading Post
- The Rimm-Kaufman Group
- West Companies Inc.