Merchandising: Keep Your Catalog Fresh With Ongoing Product Development

* Look to your marketplace to find what products you should add. Your sales, customers and competitors all will give you clues as to what products might be appropriate for your customers. It’s your job to connect the dots and discover the messages these clues provide.

For example, if women’s turtlenecks are your most popular clothing category, it should be apparent that you don’t need to add 10 more brightly colored turtlenecks at the same price. Think about what the turtleneck is doing for your customer and consider testing new categories. Perhaps you could try a few scarves and/or thermal underwear. Think like a customer about the function of the product and its emotional appeal. Test products that give you further clues on both of these product attributes. If you don’t introduce these new products, it’s likely your competition will.