The 10 Biggest Mistakes in Merchandise Presentation

2. Missing information: When details that help a purchase decision (i.e., care or performance information) aren’t included, people don’t buy.

3. Lack of “voice”: There’s value when we create differentiation and interest in a catalog though words reflecting brand “personality.”

Glenda Shasho Jones is president of New York-based consulting firm Shasho/Jones Direct. Reach her at glenda@sjdirect.com.