Dive Into a New Product Category

CS: How do you select and source products?
Carstens: With four brands, it’s very important to have brand mission statements, product differentiators and brand manuals.

The product-selection process is different by brand. Each team has to understand what’s driving its business so it can design or purchase merchandise that will appeal to those customer segments. There’s a tremendous amount of analytical data available at the SKU and category level. Data can be used to determine merchandising decisions such as our key price points and which product lines should grow.