Catalog Doctor: Spur Response With Unit Drivers
An item number report more accurately reflects this scenario, but still isn’t perfect. A product sales report will show two line items (one for the cardigan, one for the tank top). This is a better report, but cardigan and tank top sales still won’t rise to the top of a top-10 unit driver report because only half of the set sales will appear on each line in 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.
