Merchandising

Few catalogers link their merchandise results to a thorough analysis and review of their sales results by segment. But doing so has many benefits. What Are New Customers Buying? Since growth through new-customer acquisition is the key goal of many catalog companies, concentrating on what contributes to those acquisitions is critical. One key area to focus on is the merchandise offering. After you perform a square-inch analysis and begin selecting items for the next issue, take another look at your item performance. Run a report using both your order-level data and customer database to determine which items new customers purchased most often. Compare

Requests For Proposals (RFPs) are the best way to escape a hostage situation with your vendors. They give you control over deadlines, quality, product requirements, service and how materials are shipped. Typically, RFPs are written to solicit a specific service from a vendor for merchandise or raw materials, telecommunications, printing, paper, ordering systems and fulfillment services. An RFP is a detailed request that provides product requirements, service terms and maintenance necessities to a vendor who responds with a list of capabilities and a price for his or her wares. Most catalogers begin searching for a vendor about year before they expect

Although no one seems to know all the details, the first mail order company for women’s “plus” sizes was apparently started about 75 years ago by a woman named Lena Bryant, as an outgrowth of her successful retail operation. Not Lane Bryant—Lena Bryant. That’s right, Lena. The name that has become synonymous with apparel for large women was apparently the result of a signmaker’s error. Rumor has it that Lena liked how “Lane Bryant” looked on the storefront and stuck with that name for her company. There are other interesting legends about the early days of the industry. For example, Lena Bryant’s initial mail

Midnight. Six people are huddled around a sink in the women’s restroom. Except for me, all are men. In this vast printing plant—ablaze with sulphur, neon and mercury lights—one pathetic 60-watt bulb is the only incandescent light we can find. Is my Christmas catalog cover green in ordinary room light (as intended) or silver? My sales rep peers through the gloom at a just-printed sample in my hand. “I could convince myself that’s green,” he says. Color-correct lights aren’t always the best for viewing color. They do ensure that everyone in the industry views proofs and printed samples under similar lighting conditions.

Lillian Vernon began selling personalized belts and handbags with a black and white ad 50 years ago. Now, the company offers more than 6,000 items through nine catalog titles and a growing Web business What do Katie Couric, Arnold Schwarzenegger and Hillary Clinton all have in common? It’s not their political affiliations. Think porcelain Easter baskets and personalized bean bag chairs. Now you get the picture: These celebrities are among the 23 million people who have shopped the pages of Lillian Vernon’s catalogs. The namesake business Lillian Vernon launched in 1951 on the kitchen table of her small, Mount Vernon, NY, apartment has

When teenage slackers want to get hooked up with the “dopest” gear, they have quite a selection of catalogs from which to choose. One newcomer is attracting attention. Monsterskate.com is created with flippant copy, detailed product specifications and hundreds of branded skating products. The mission of Monsterskate.com is to produce stellar Web site editorial, photography and entertainment that is leveraged to create a direct mail piece that has long shelf life and the ability to sell. Monsterskate is the sister publication of Swell.com and Crossrocket.com, which serve surfing and snowboarding customers, respectively. Swell.com is the company’s flagship publication. “Swell.com started in January

The guarantee was to take, fulfill and ship all orders the same day for delivery the following day, right up until 3 p.m. EST on Christmas Eve. The offer was 25 roses if customers didn’t receive their orders the following day. Ashford.com, a luxury gift e-tailer, sent just 400 bouquets. Considering the volume of orders and the fact that Ashford delivered on its promise regardless of why the late delivery occurred, the number is remarkable. Ashford.com offers a wide variety of high-end products: diamonds, more than 20,000 styles of new and vintage watches, jewelry, fragrances, leather accessories, ties, scarves, sunglasses, writing instruments, home and

According to estimates, there are about 650,000 active licensed pilots in the United States, including about 100,000 who work for airlines. So, by any measure, the market for catalog companies selling supplies to individual, recreational or hobbyist pilots is not very big. But this market, known as “general aviation,” is potentially lucrative, owing to the upscale demographics of the target group. How well are general aviation catalogs marketing their wares? How good is their overall strategy and positioning? We shared a number of general aviation equipment catalogs with renowned direct marketing guru Estin Kiger. We wanted to get his viewpoint on what these

The very thought of 235,000 running shoes is enough to make a runner swoon. I have known runners who keep a running shoe closet—when opened, no fewer than 20 pairs of shoes tumble out. Runners are a strange, quirky, masochistic bunch—knowing how to speak their language is crucial to making it in the mail-order running shoe business. But you really only have one person to consult—Mike Gotfredson. He is the founder and CEO of Road Runner Sports, the world’s largest running store, catalog and online business—and an avid runner. Gotfredson began Road Runner Sports in 1983. He had a wife, four

Here’s a breakthrough idea for enhancing your Web site to make it perform more effectively: Apply the catalog rules you already know! After all, catalogs are a visual medium and so is the Web. When you’re selling products, the product picture and other graphic elements are kings. Though good catalogers already know the key rules of catalog design and merchandising, for some reason these rules are not being applied consistently to even the best Web sites. Let’s focus on a few of the key catalog rules you should be applying to your e-commerce site. Maximize Your Hot Spots. We know that a print