How to handle your catalog’s midlife crisis

By Sarah Fletcher

8. Model your new looks.
Half the fun of doing a redesign is showing off all the exciting possi-bilities. If you’re lucky enough to have the budget for focus groups, they’re a wonderful way to get customer feedback. If you don’t have that luxury, reach out to the people around you for feedback.

Larger companies usually have a pool of decision makers who need to weigh in. Try to keep everyone focused on the target customer rather than your decision makers’ own personal tastes. Ask people to pretend to shop the page. Pretty is nice, but ease of shopping is what rings the cash register.