Strategy: Logical Maneuvers for Hard Times

In such tough economic times, it’s logical and necessary to reduce expenses and save where possible. But these cuts aren’t always made in the best places. Some catalogers have reduced page counts without doing a proper square-inch analysis. Many have eliminated mailings to Web-only buyers without proper testing. Others have changed paper stock/grade, eliminated mailings to prospects and so forth. All of these reductions are well-intended, but they’re emotional attempts to cut expenses without regard to the long-term effect on the business. It’s short-term gain and long-term pain.