For Better Results
SQUINCH is as much about interpreting data as it is about crunching numbers. While you could evaluate data in almost any conceivable way, the following views generally yield the greatest results:
Category analysis. You want to identify the most meaningful relationships between certain indicators. Answer the following questions: Which categories generate the greatest percentage of sales relative to the percentage of the overall offering they represent? How about versus the overall space percentage they represent?
Also determine which categories represent the greatest percentage of units sold relative to the percentage of the overall offering they represent. And again, how about versus the overall space percentage they represent?
Next, discern which categories have the greatest percentage of winners, products that exceed the established requirement for profitability. Can you grow those categories or reposition them? Should certain categories be spun off for smaller targeted mailings or prospecting efforts?
Page analysis. Here you’re concerned primarily with the most efficient page count. Are enough pages reaching the required profitability threshold to support more pages? Or should you have a smaller book?
If more than 70 percent of your selling pages are meeting the goal for profitability, you may be able to increase your page count — provided you boost pages by adding products from your most successful categories and at appropriate price points for your customers.
Affecting Change with SQUINCH
If you’re producing just one catalog per year, or are repurposing much of the creative for re-mailings, you may need to conduct a SQUINCH only once per year. If you produce new creative several times a year, consider a SQUINCH prior to each major creative effort. And plan to have the analysis completed well before the merchandise handoff is to take place.
If you have a big book and you’re unsure how to use the findings of the analysis, start with pagination. Consider leading the book with your strongest category, closing with your second strongest and working your way to the middle from there.