Growth Strategies

A food catalog company recently added some tabletop and kitchen items to its assortment with eight additional pages. The categories and products selected were a good fit with its brand, and gave customers a new selection of merchandise that didn’t cannibalize the existing offer. In the spring test, customers getting the extra pages with the new product category spent 40-percent more than the control. Interestingly, not all sales lifts came from the new products. The new assortment increased purchasing across all categories!