Catalog Management: Gain Greater Efficiencies By Getting Marketing And Merchandising In Sync

By Shari Altman and Susan Bates

Media such as DRTV and print require hero products — a full catalog offering is neither feasible nor historically successful. History dictates certain price point ranges are the “sweet spot” for these media to be effective. If a marketer wanted to acquire customers through DRTV spots, a product under $25 is mandatory. The cataloger might not have any strong products under $25, and thus should search for an appropriate product for customer acquisition via DRTV.