All Circuits are Busy

Square-inch analysis, however, helps CDW determine whether products are carrying their weight in sales in the catalogs. CDW also compares how sales are doing for each specific vendor. “If we have HP servers in the catalog, we can see how the space we gave it performed, so if in a previous month we gave an item a full page and it was on the front cover, the next month we’d run it as a quarter-page and bury it in the middle of the catalog,” Garlow points out. “We also make comparisons on how the server in our catalog compares to HP’s overall sales of servers with us. And we can compare how the server in that catalog sold as compared to HP sales nationally, which HP shares with us.”