November’s A chat with Ashton Harrison, founder, president/CEO, Shades of Light
CS: If a new cataloger asked you to name the keys to success in business, what would you say?
AH: Get twice the funding you think you will need.
Hire a catalog consultant (or fellow experienced cataloger) to help you.
Hire slowly, train thoroughly, fire swiftly.
Never have customer policies; train sales reps to find win-win solutions.
Get rid of any negative employee quickly. They become a disease to a company.
Rarely accept excuses for a job not done or a monthly goal not met.
Keep retail and catalog management separate (like Anthropologie).
Watch out for paid search (the big guys and affiliates have programs that automatically use up your daily paid seach).
Always keep your catalog “fresh” with a “look” and new products. Constantly reinvent yourself.
- Companies:
- Shades Of Light/Rugs Under Foot