B-to-B Cataloging: Are You Right Sized?
In these examples, we assume you have categories that score less than .9 for their sales-to-space ratio. If all the categories in your big book score higher, congratulations!
n Dig. After you’ve identified categories that should receive less space, dig a little deeper into each one. At this point, you may need to apply direct promotional costs to these products in the traditional square-inch technique. Often with big book catalogs, many of the products receive a similar amount of space — sometimes measured in column inches — so the space calculations will be less time consuming than with a consumer catalog. However, this step often is unnecessary.
- 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.
