B-to-B Cataloging: Are You Right Sized?
The metric that provides a quick overview to reach this objective is your sales-to-space ratio, a simple metric that compares a merchandise category’s percentage of sales to its percentage of advertising space. Ideally, the percentage and contribution of a category’s sales will meet or exceed its percentage of advertising space in the catalog. Here’s the formula:
Category sales/total sales / Category pages/total pages
- 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.
