B-to-B Cataloging: Are You Right Sized?
n If you need it, keep it. Of course, big book catalogers often have built their brand identities around the concept of being the one-stop shop for all their customers’ needs. If this is your marketing position, you still can maintain these poor-selling SKUs on your Web site and prominently refer to the additional products in the appropriate category within the printed catalog. Though you won’t reduce your warehouse space, you’ll reduce your advertising.
- 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.
