The 50 Best Tips
— Dan Harding, MeritDirect, “Formulating a B-to-B Catalog Mailing Plan,” July 17, Catalog Success Idea Factory
✱ Invite customers to help you merchandise.
Your customers want to be involved. Invite customers to the collaborative process. Customers from reading-tools cataloger Levenger use the company’s products to create their own methods for note taking and organizing.
— Steve Leveen, Levenger, “Don’t Be Boring,” January, Catalog Success
✱ Floor pricing.
If you’re attempting to appeal to a price-conscious consumer, floor pricing is the way to go. As the name implies, floor pricing keeps prices at the lower end of the price spectrum. It’s best used when there’s little differentiation between competitors for a particular product. Businesses that can survive on low margins, whether because of high turnover, lower profit requirements or insignificant overheads, are best able to pursue this type of strategy.
— Oneupweb, “Four Lessons Learned From Holiday ’06,” Jan. 16, Catalog Success Idea Factory
✱ Everyday brand exposure.
To successfully adopt a culture and identify with a brand, an agent must believe in a cataloger and its products. Make the brand part of an associate’s everyday life and/or work experience. This firsthand approach can have a positive impact on a program’s results. For a cataloger that sells audio systems, for instance, equipping every workstation in the contact center with an audio system enables associates to listen to music throughout the day, promoting their passion for sound quality.
— Sandy Ellis, Sitel, “Four Steps to Infuse Your Culture and Brand into Outsourced Call Centers,” March 6, Catalog Success Idea Factory
✱ Use best-seller analyses.
Best-seller analyses are extremely useful reports. They help take the “guesswork” out of merchandising decisions and identify the potential of a product in a different sales venue. These analyses should be performed several times a year, especially during the planning stages of a new catalog and prior to your company’s attendance at industry trade shows.