Catalog Doctor: Spur Response With Unit Drivers
You can often get higher response rates from prospects by featuring your unit-driving products prominently. That means prospects see the most appealing products during their first few catalog-viewing moments. It makes them more likely to open, keep and buy from your catalog.
How to Keep From Missing Out on Your Best Unit Drivers
When it comes to product sales reports, many order management systems are more oriented toward inventory control than marketing. This means sales are shown on a SKU level rather than on a marketing level. These reports often don’t give the whole picture, however, leading to wrong decisions.
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.
