Dig for Gold in Your Housefile

As a cataloger, you typically consider pagination, product mix, product price and major product category variations when you do roll-up marketing forecasts. That’s all right, but there’s money left on the table

if a segmentation scheme fails to account for the next offer’s specifics.

Ask profit-driving questions before settling into a familiar marketing pattern. Are you actually using the contents of the next offer to drive name selection outside the bounds of a standard housefile-segmentation methodology? Should you re-rank names for selection because of shifts in product mix? Should you re-set monetary breaks for new and higher-price-point offers?