B-to-B Cataloging: Are You Right Sized?
If a category’s sales-to-space ratio is one, the category is balanced in terms of its sales to space, such as in the example with Category A. However, for Category B the sales-to-space ratio is .5, well below one. This is problematic, because Category B isn’t carrying its weight in sales compared to its advertising space. On the other hand, Category C is relatively strong, producing five times the sales compared to its portion of advertising space.
- 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.
