The 50 Best Tips of 2008

MERCHANDISING/PRODUCT SOURCING

45. Pop the right questions to would-be vendors.
In addition to your standardized criteria, ask each potential supplier these questions: 1. What’s the one thing that really sets you apart from the others in your business? 2. If you had to pick just one product to make, what would it be?
Rob Behnke, Fair Indigo
“Beyond the Spreadsheet: Choosing product vendors requires intense scrutiny,”
May, Catalog Success

46. Stay fresh or follow Lillian Vernon and Sharper Image.
With The Sharper Image and Lillian Vernon, once-great merchandisers grew stale by focusing on incremental optimization of SKU mix, maximizing contribution per square inch in the short term. The method lost merchandising flair and excitement over time, and became stale to consumers.
David Solomon, Lazard Middle Market
Valuations & Acquisitions column by Mark Del Franco, “The 5 Cs for Better Gross Margins,”
May, Catalog Success

47. Control product development expenses.
Purchase buyouts of new items to test and expand your product line without having to undertake development expenses. This allows you to place products in your catalog at prices customers can afford.
Jane Schmotzer, Christian Tools of Affirmation
“7 Tips to Make Your Merchandise Stand Out,”
June 10, Catalog Success: Tactics & Tips

SUSTAINABILITY AND THE ENVIRONMENT

48. Offer partial opt-outs.
A challenge to all catalogers: Make a clear offer in your catalog and in any e-mail you send to customers that empowers them to choose how often they’d like to receive your print catalogs or e-mails. By treating opt-out as an all-or-nothing proposition, you’re not only losing a lot of business, you’re also not helping your cause against the radical environmentalists trying to scapegoat this industry.
Paul Miller, Catalog Success
The Editor’s Take column, “Act, React and Stand Up,”
June, Catalog Success

49. Seek greener products.
Consider environmental factors when sourcing for product, such as the source of wood that goes into the manufacturing of products. “Be very close to the supply chain of your product.”
John Seebeck, Crate & Barrel
“12-Round Bout to be Green” by Joe Keenan,
June, Catalog Success