Catalog Doctor: Spur Response With Unit Drivers
Put additional unit drivers inside the catalog near the front of your product categories and adjacent to products for which they’re natural add-ons (e.g., shirts by jackets, jam by muffins). Cross-sell to unit drivers wherever cross-sells make sense. Apply the same principles to unit drivers on your website’s homepage and category pages, as well as in your emails.
Susan J. McIntyre is Founder and Chief Strategist of McIntyre Direct, a catalog agency and consultancy in Portland, Oregon offering complete creative, strategic, circulation and production services since 1991. Susan's broad experience with cataloging in multi-channel environments, plus her common-sense, bottom-line approach, have won clients from Vermont Country Store to Nautilus to C.C. Filson. A three-time ECHO award winner, McIntyre has addressed marketers in Europe, Australia and New Zealand, has written and been quoted in publications worldwide, and is a regular columnist for Retail Online Integration magazine and ACMA. She can be reached at 503-286-1400 or susan@mcintyredirect.com.
