Strategy: Master the Analytics of Page Count

Use square-inch (or “squinch”) analysis to decide which items to retain, drop or add to the catalog. (For more on squinch analysis, see Mary Ann Kleinfelter’s feature story in this issue on page 31.) In a properly merchandised catalog, the 1⁄3-1⁄3-1⁄3 rule will apply. This means that approximately one-third of the items will always be the winners, a third will sell close to your square inch break-even criteria and a third will be the losers, which need to be replaced with new products.