Lessons From Spiegel

Keep evolving. A long-time shopper of the Spiegel catalog told the Chicago Tribune that the company had stopped offering current fashions. “The colors are wrong, and there’s embroidery on everything,” she noted. Take-away tip: Your catalog’s merchants must stay current with customers’ preferences. You’d think this would be obvious, but as you can see, even merchants at big companies such as Spiegel periodically require this refresher course.