How to Turn Around Declining Sales
4. Increase your pay-per-click spend, particularly when your competitors’ catalogs are being received and more shoppers for your product line are likely to be searching online.
5. Change your mix of mail. Test mailing smaller catalogs or less expensive mail pieces to your online shoppers. Don’t cut circulation. In fact, increase it if possible by mailing different, less expensive pieces.
Good luck! Better times are ahead!
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Terence Jukes is president of Ability Commerce, a 140-person firm that designs, builds and runs e-commerce and related marketing programs for catalog companies. He can be reached at TerryJ@AbilityCommerce.com.