Boost Sales and Shopability via Photography and Merchandising
If your market positioning requires that you maintain your current product count, shifting the poor-selling products — or even whole categories — to your Web site may be in order. Consider devoting a page of your catalog to highlighting the products that are now Web exclusives. This may allow you to pull an entire signature from your mailed catalog without adversely affecting your sales. Once again, consult your metrics before making a decision.
B-to-B catalogs offer some of the most engaging challenges for art directors, copywriters and merchants. Are you ready to take it on?
George Hague is senior marketing strategist at J. Schmid & Assoc., a catalog consulting firm in Mission, Kan. You can reach him at (913) 236-8988 or at firstname.lastname@example.org.
A columnist for Retail Online Integration, George founded HAGUEdirect, a marketing agency. Previously he was a member of the Shawnee Mission, Kan.-based consulting and creative agency J. Schmid & Assoc. He has more than 10 years of experience in circulation, advertising, consulting and financial strategy in the catalog/retail industry. George's expertise includes circulation strategy, mailing execution, response analysis and financial planning. Before joining J. Schmid, George worked as catalog marketing director at Dynamic Resource Group, where he was responsible for marketing and merchandising for the Annie's Attic Needlecraft catalog, the Clotilde Sewing Notions catalog, the House of White Birches Quilter's catalog and three book clubs. George also worked on corporate acquisitions.