How to handle your catalog’s midlife crisis

By Sarah Fletcher

• If your key brand attribute is having the lowest price, then you’re appealing to a frugal customer. Avoid things that make you look like a spendthrift.

• If your key brand attribute is the largest assortment in the industry, you’re appealing to customers who appreciate lots of choices and/or the convenience of one-stop shopping. Focus on helping them make the best choice.