Tips for Finding the Right Product Density for Your Catalog
PATIENT: "Doc, I don't know what to do about product density in our catalog. I'm getting pushed by one faction to lower it, and by another faction to increase it. How can I know what density is the best?"
CATALOG DOCTOR: "Product density is quite a science. What's right for one brand is wrong for another. Here are some guidelines that may help."
Susan J. McIntyre is Founder and Chief Strategist of McIntyre Direct, a catalog agency and consultancy in Portland, Oregon offering complete creative, strategic, circulation and production services since 1991. Susan's broad experience with cataloging in multi-channel environments, plus her common-sense, bottom-line approach, have won clients from Vermont Country Store to Nautilus to C.C. Filson. A three-time ECHO award winner, McIntyre has addressed marketers in Europe, Australia and New Zealand, has written and been quoted in publications worldwide, and is a regular columnist for Retail Online Integration magazine and ACMA. She can be reached at 503-286-1400 or email@example.com.