Should You Create a Spin-Off Catalog?

This category also has favorable characteristics such as a good margin and low return rate. An expanded offering of it will give your buyers more choices and also should increase the average order value and response rate.

• You have disparate groups of customers (by demographics or purchase behavior) that buy different types of products across or within categories. Maybe the differences lie in item styling or price point. Or perhaps you get a lot of one-time buyers who pick a few items and never come back. If you can figure out how those cherry-picked items are similar, or what types of products appeal to certain groups of one-time buyers, you can leverage that into an offer that includes similar products in a separate catalog that’s appealing for repeat purchases.