Special Report: The Art and Science of Catalog Management

Marketing’s artistic touch is evident when it suggests a call-out for the cover, or knows to sweeten the offer with special pricing or other incentives. Marketing people also apply creativity to the customer file and prospect list analysis. They should note past success with certain list segments and bring that to the attention of merchandising so the product line can be enhanced or positioned to appeal to this segment. Database-derived marketing reports often reveal demographic and lifestyle information on customers that provide a goldmine of information to merchandisers.