A Road to Success
Because of the massive number of SKUs, to this day no Mid America Motorworks ads are merchandise specific. “Out of 47,000 SKUs, how do you know which item to choose?” Yager asks rhetorically.
The Fulfillment Challenge
Mid America Motorworks is a licensee of Chevrolet, manufacturer of the Corvette, and so it resells General Motors parts. Along with GM as a supplier, the cataloger relies on an eight-person merchandising department and four more people in purchasing to deal with more than 1,000 vendors to keep the warehouses stocked with just the right amount of merchandise, much of it parts no longer manufactured by GM.
Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.