Merchandising: Don’t Be Boring

Saint Mary’s Press found a merchandising gap among its niche audience of Catholic teenagers and created the market’s first ever Catholic Youth Bible. This purple cow product captured the hearts of teens and has sold more than a million copies to date.

“The greatest potential for profitability rests in highly focused, niche products that surpass customer expectations,” Vitek says. “There are more niches to succeed in today than ever before. The big companies will always leave a lot of scraps on the table, for whatever reason. A small, flexible, fast company or division that knows how to listen well to its customers can be extremely profitable in even the smallest niche markets.”