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Paul Miller
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Catalog: Consider the number of catalog editions, titles and drops, response rate targets and the timings of mailings. “Those all affect assortment plans based on a new vs. a repeat strategy,” he said.
Internet: Consider how many different Web sites you have, landing page changes, e-mail campaigns and conversion rates. Also consider portal plans by planning for increases in volume for orders coming via Web portals. “Know what drives sales to your Web site, such as your catalog, TV ad campaigns, Sunday newspaper supplements and other modes,” Goodman said. “Then plan your assortments seasonally.
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