The 10 Biggest Mistakes in Merchandise Presentation

Mistake No. 4: Weak Selling Efforts

Catalogers must use a variety of elements to be their salespeople. Work hard to show customers why they should be buying something. This is especially true for complicated, performance-oriented or expensive products.

Frontgate, for example, realizes that an expensive barbecue grill needs a lot of romancing, in terms of call-outs, bullets and microscopic shots. Staples does the same hard work when selling office chairs. And while fashion apparel is sometimes “just a great shot,” many apparel catalogers have learned that they need to show inset and magnified shots of product details to enhance sales.