Catalog Doctor: Stop Wasting Resources
What a waste. This isn’t just with spreadsheets and word processors. I’ve seen huge time wasters involving catalog management systems when no one’s read the manual or taken the training. A month of trying to extract sales for a report, or download the house list for updating to the co-ops, is wasted. Then you have to contract with a programmer to do it.
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 susan@mcintyredirect.com.
