B-to-B Cataloging: Are You Right Sized?
Fortunately, most big book catalogers organize their catalogs by merchandise category, often with color-coded pages. So, counting a merchandise category’s pages is a straightforward task.
Example: In Chart A (below), Category A nets $100,000 in sales, and the entire catalog nets $1 million. It took 100 pages in a 1,000-page catalog. The formula would be ($100,000/$1,000,000) / (100 pages/1,000 pages). In this case, the sales to space ratio for the formula is 1.
- 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.
