Grab the Bull by Both Horns - Page 4 of 11

By Ray Goodman

For example, the impact of releasing millions of catalogs on a single mail date creates a reliable sales trend. The use of space and position in the catalog allows the demand planner to adjust forecasts accordingly. The print production cycle also allows for a longer planning horizon. As a result, merchandisers drive their own trends by drop dates, layouts and promotions they determine.

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Ray Goodman Author's page Ray has been a consultant to various direct marketing companies across the country. His goal is to streamline the merchandising and marketing planning processes inherent in multichannel marketing. He works closely with clients and industry experts to develop new methodologies and tools for merchandising and inventory control. He says, "It's exciting to work with our staff customers to help evolve our applications. I'm proud of the way our staff works together to bring our visions from concept to product." Ray has been with Direct Tech since 1994. His primary responsibility is directing the development of Direct Tech products. He's been a featured speaker on inventory forecasting and management at various industry conferences.

Inventory Management: Grab the Bull by Both Horns