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

By Shari Altman and Susan Bates

These lists performed well for the catalog, and resulted in the buyers seeking out new trade shows specializing in this product category. The catalog’s ability to adjust its mailing plans and refine its buying strategy resulted in a chance for sales growth that might otherwise have been missed.

Sometimes the collaborative effort between merchandising and marketing reveals information that challenges a well-established company practice. For the past 16 years, FLAX art & design has sponsored a cover art contest, wherein customers submit catalog cover designs. The winning design is featured on its catalog cover.