Keys to Using Your
Catalog to Drive Retail
When you mail a catalog into a
retail market area you’ve got to
measure your sales
Catalogs mailed into retail market area...
How can you measure both
channel’s sales?
The key is to capture the point-of-sale
transactions.
Capturing your retail cust...
Match backs are the default way
to measure your catalog sales
Make sure you have a robust match back
program in place to m...
Building a retail catalog strategy
Mail all the house and prospecting RFM
segments that prove profitable.
Mail as deeply a...
Define your retail market area
One key to mailing profitably is to define your
retail market area.
Plot the zip codes of t...
Use promotional offers on your
catalogs
Use promotional offers with unique key codes
on your retail catalogs.
Unique offer...
Compare catalogs to direct mail to
e-mail
Compare the effectiveness of catalogs versus
direct mail postcards versus e-mail...
The keys to using catalogs to drive
retail
Mail within a tightly defined retail market area
Build your house file of buyer...
Thank You
Gary Sierzchulski
414.248.9151 | GASierzchulski@Arandell.com

www.arandell.com
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Arandell - Keys to using your catalog to drive retail sales

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Keys to using your catalog to drive retail sales

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Arandell - Keys to using your catalog to drive retail sales

  1. 1. Keys to Using Your Catalog to Drive Retail
  2. 2. When you mail a catalog into a retail market area you’ve got to measure your sales Catalogs mailed into retail market areas drive sales through: • Mail order channel • Retail or POS channel Going beyond
  3. 3. How can you measure both channel’s sales? The key is to capture the point-of-sale transactions. Capturing your retail customers names and addresses and their retail transaction data is the key to building up a profitable retail house file. Either capture those transactions as they occur or after the fact using credit card append. Going beyond
  4. 4. Match backs are the default way to measure your catalog sales Make sure you have a robust match back program in place to measure both retail and mail order sales. Segment which house and prospecting segments are proving profitable. Going beyond
  5. 5. Building a retail catalog strategy Mail all the house and prospecting RFM segments that prove profitable. Mail as deeply as possible into profitable prospecting universes. Mail as frequently as possible to your proven customers. Use offers with your catalogs and direct mail to increase response and retail traffic. Going beyond
  6. 6. Define your retail market area One key to mailing profitably is to define your retail market area. Plot the zip codes of the current retail customers is the simple way to define your retail market area. Going beyond
  7. 7. Use promotional offers on your catalogs Use promotional offers with unique key codes on your retail catalogs. Unique offer codes lets you track the response to your offer, your order curve and to compare offer A versus offer B. Unique offer codes give an immediate read on the strength of a retail promotion. Unique offer codes are a metric on the incremental sales from a catalog drop and from an offer. Going beyond
  8. 8. Compare catalogs to direct mail to e-mail Compare the effectiveness of catalogs versus direct mail postcards versus e-mail for driving retail traffic. Direct mail has a short life and depends almost entirely on a strong offer. E-mail is very inexpensive but is usually gives a limited bump in daily sales. The problem with e-mail is that such a tiny percentage of consumers even open their e-mails. Going beyond
  9. 9. The keys to using catalogs to drive retail Mail within a tightly defined retail market area Build your house file of buyers and mail to your proven best buyers Measure the combined mail order and retail response to your catalogs. Use offers to capture the response to your catalog mailings and to improve your response rates! Going beyond
  10. 10. Thank You Gary Sierzchulski 414.248.9151 | GASierzchulski@Arandell.com www.arandell.com

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