Catalog Doctor: Spur Response With Unit Drivers
For example, let’s say you have a matching cardigan and tank top that are both shown in a single photo and sold in a single copy block. Each comes in two colors and four sizes. Two-thirds of customers buy both pieces in one order to get the matching set. If your sales are reported on a SKU level, the report will show two items, two colors and four sizes for a total of 16 line items. Your cardigan and tank top set may be a top-10 unit driver, but it’s easy to miss high unit sales for a set of products when the set’s sales are scattered across 16 lines on the report.
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.
