Chronicles Put the Rooster Tile Near the Chicken Towel
By Susan J. McIntyre
Secrets of successful pagination.
Pagination, deciding what products go where in your catalog, is both an art and a science. Paginating can be complex and confusing. But understanding some basic principles can help unravel the mystery.
Easy to Find = Easy to Sell
A product on your catalog's back cover is easy to find, because the customer will see it without opening the book. Let's say a product will sell 30 percent better on the back cover than on a random inside page. Which product would you prefer to get a 30 percent lift: a $1,000-revenue product or a $10,000-revenue product? Top-selling products on your back cover will maximize sales. If top-selling products should go onto easy-to-find pages, then your first spread (pages 2 and 3) always should show bestsellers, right? Not necessarily. In fact, there's no right answer.
- Companies:
- McIntyre Direct
- Places:
- Portland, Ore.
