B-to-B Cataloging: Are You Right Sized?
Chart B (below) gives the general rules of thumb regarding sales-to-space metrics. Typically, if a category’s metric falls between .9 and 1.1, the category is balanced in terms of the amount of space it gets in the book. If a category scores above 1.1, it’s a stronger producing category in terms of the amount of space it’s receiving. If a category scores less than .9, it’s weaker in terms of sales compared to space and likely should be evaluated to determine whether its space can be reduced.
- Companies:
- J. Schmid & Assoc.
A columnist for Retail Online Integration, George founded HAGUEdirect, a marketing agency. Previously he was a member of the Shawnee Mission, Kan.-based consulting and creative agency J. Schmid & Assoc. He has more than 10 years of experience in circulation, advertising, consulting and financial strategy in the catalog/retail industry. George's expertise includes circulation strategy, mailing execution, response analysis and financial planning. Before joining J. Schmid, George worked as catalog marketing director at Dynamic Resource Group, where he was responsible for marketing and merchandising for the Annie's Attic Needlecraft catalog, the Clotilde Sewing Notions catalog, the House of White Birches Quilter's catalog and three book clubs. George also worked on corporate acquisitions.
