The document provides information and guidelines for Mark and Sue O'Reilly's principles and methods for operating their Big Retail catalog business efficiently and profitably. It outlines their system for categorizing customers based on order history and using multiple catalog mailings to turn non-customers into customers. It also discusses processes for managing returns, packing orders efficiently, and maintaining records and planning delivery routes.

1. Big Retail
Ways of Working

2. Mark & Sue’s Principles
of Big Retail
• Work Efficiently
– Organise effectively to get most
out of working hours (9am - 9pm)
• Keep Expenses Low
– High costs = more catalogues
• Earn Loads of Money
– Obviously!!!

3. Do people buy from
this?
?
New
Main
Catalogue
2007
?

4. Use ALL your
catalogues
• Categories of houses:
– Not customers
• 1st time
• 2nd & 3rd times:
– Never read
– Have read
• 4th to 7th times, not customer yet
– Customers
• “Crème de la crème” (best 20%)
• “Average”
• “Relegation zone” (not ordered for a year)

5. Use ALL your
catalogues
90
360
140
10
1
st
Not Read
Read
First 3 drops
4th to
7th
Cross
Off
Zone
C
Crème de
La Creme
U
S
T
O
M
E
R
S

6. Period 1 2007
New
Main
Catalogue
2007
?
1
st
Not Read
Read
First 3 drops
4th to
7th
Cross
Off
Zone
C
Crème de
La Creme
U
S
T
O
M
E
R
S

7. Period 2 2007
New
Main
Catalogue
2007
1
st
Not Read
Read
First 3 drops
4th to
7th
Crème de
La Creme
C
U
S
T
O
M
E
R
S

8. Period 3 2007
New
Main
Catalogue
2007
1
st
Not Read
Read
First 3 drops
4th to
7th
Cross
Off
Zone
C
Crème de
La Creme
U
S
T
O
M
E
R
S

9. Crossing Off
• 3 strikes and out
• Deliver to non-Customers 7
times
• Customers cross offs:
– January & June
– No order in last 12 months
– Invite them to cross themselves
off
• 10% order again

10. Mark & Sue O’Reilly
Independent Kleeneze Distributors
48 Station Road
Countesthorpe
Leicester LE8 5TA
Tel 0116 2774326
email: mark@oreillynet.freeserve.co.uk
We shall be very grateful if you will indicate below if you wish to
carry on receiving the Kleeneze catalogue.
As you will be aware the Kleeneze catalogue changes every six
months and contains over 1,500 fantastic household goods.
____ I wish to carry on receiving the catalogue
____ Please do not deliver it again

11. Planning
Retail Planning
Last Date of Period
Customers
2160
Book
Whetstone
Scotswood
Caversham/Queensferry
Tadcaster Ave&Gardens
Oakpool
Ambleside Drive (down to 78/131)
Wigston
EM Hills,Pack Horse, Radcot
Fleckney
Featherstone
Henray
Twickenham
Wensley
Twickenham
Hillsborough Rd & Close
Thurcroft
Swinford Ave & Court, Royston
Blaby(Thu)
GP(Thu)
Howden Rd (2-16,1-47)
The Slade Greens Slade Place
Whitteny N (1-23,2-44) Markland
Whitteny N (46-92,25-63)
Howden Rd (49-65,18-62) Pawley Green
4.1
4.2
4.3
4.4
4.5
1
1.6
1.7
1.8
1.9
1.A
3.3
3.4
3.8
7.3
7.4
7.5
8.3
7.6
catalogues
total cust new S N,/ Ns
145 136 25 9
48 23 23 3
23 11 11 1
25 11 11
13
7
7
32 14 14 2
45 40 22 3
35 34 11 1 0
121 96 14 20
12
4
4
29 23 23 1
19 14 14
10
4
4
9
6
6
15 11 11
10
7
7
32 24 24 2
109 106 11 8
80 75
9 1 0
16
5
5
32 17 17 3
42 17 17
25
6
6
28 12 12 1
Last
24-Oct
22-Oct
22-Oct
22-Oct
22-Oct
22-Oct
26-Oct
26-Oct
27-Oct
23-Oct
23-Oct
25-Oct
25-Oct
25-Oct
25-Oct
25-Oct
28-Oct
2-Oct
2-Oct
18-Oct
18-Oct
25-Oct
25-Oct
25-Oct
27-Nov
4 we e k s
5 we e k s
6 we e k s
19-Nov
19-Nov
19-Nov
19-Nov
19-Nov
26-Nov
26-Nov
26-Nov
26-Nov
26-Nov
3-Dec
3-Dec
3-Dec
3-Dec
3-Dec
20-Nov
20-Nov
22-Nov
22-Nov
22-Nov
22-Nov
22-Nov
25-Nov
27-Nov
27-Nov
29-Nov
29-Nov
29-Nov
29-Nov
29-Nov
2-Dec
4-Dec
4-Dec
6-Dec
6-Dec
6-Dec
6-Dec
6-Dec
9-Dec
15-Nov
15-Nov
22-Nov
22-Nov
22-Nov
22-Nov 29-Nov
22-Nov 29-Nov
29-Nov 6-Dec
29-Nov 6-Dec
29-Nov 6-Dec
Target
21-Nov
22-Nov
22-Nov
22-Nov
22-Nov
22-Nov
23-Nov
23-Nov
24-Nov
24-Nov
24-Nov
24-Nov
24-Nov
24-Nov
25-Nov
25-Nov
25-Nov
26-Nov
27-Oct
27-Nov
27-Nov
27-Nov
27-Nov
27-Nov
For
Thu
Fri
Fri
Fri
Fri
Fri
Mon
Mon
Tue
Mon
Mon
Mon
Mon
Mon
Mon
Mon
Mon
Wed
Wed
Wed
Wed
Wed
Wed
Wed
Xmas
Cards
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y

12. Orders
Kleeneze order
N2120811
num bers
N2120835
Total customer order
Village o. Address
N
Total
£1,136.55
Nam e/Phone
Ordered
total
Date
Notes
£0.00
£0.00
c
c
c
42 w aterloo w ay
1 beechings close
135 station road
mrs w ard
£9.49
mrs parkin 2772574
£13.98
£9.49 20-Nov descaler bag peg card holder w reath
£23.47 20-Nov holder balls extra long bath mat
magic
mrs cross
£13.47
£36.94 20-Nov plate cover potato baker jug
£6.49
c
3 w heatlands drive
h. gardiner
£43.43
£5.98
£49.41 21-Nov egg ring multi degreaser
c
12 the w oodlands
s. smith 2777793
c
19 borrow cup close
g. stevenson-freer
£4.99
£69.39 21-Nov all purpose descaler
c
105 w inchester road
mrs hickling
£4.99
£74.38 21-Nov w hite w izard
c
79 w inchester road
d. mason
c
21 w inchester road
miss sheffield
£3.00
£89.37 21-Nov xmas tape set
c
21 cosby road
mrs burford 2783460
£4.99
£94.36 21-Nov potato masher
c
33 the leys
harris 2776487
£0.00
£94.36
ww
foxdow n house
£14.99
£11.99
£64.40 21-Nov snore gone
£86.37 21-Nov ring ross game lucy lavender
janice brow n 2478181
£22.97
£117.33 21-Nov oven liner oven mate colour filter
ww
5 orchard road
karen ostins 2478886
£11.99
£129.32 21-Nov head light sleeve board
ww
2 church farm lane
v. connelly
£11.98
£141.30 21-Nov upvc restorer lince cover
c
6 tophall drive
t. w atts 2771019
£10.97
£152.27 21-Nov carbo offer cuppuccino frother
c
5 tophall drive
sandra lyon
£0.00
£152.27 21-Nov metallic tags 2

13. Delivery List

14. One bite at a time

15. Packing
• Use very few carrier bags
• Recycled snappys
– the clean ones!!
• Saves £££s
• Easier to see what is in the bag
• Get more orders in a box
• Small items, e.g Bra Extenders
– Use order form as envelope

16. Consequences
Repack a lot of books
Lots of
orders
to sort
Loads of Returns
Yes it can
be very
tiring

17. Awake!!

18. Big Returns
• Returns logged onto the system in
first 5 days of next period
• Sent back via Amtrak before end of
week 2, i.e. same period
– Only One Credit Advice to check
– Items re-sold not re-invoiced
– Gives Kleeneze extra 4 weeks to
recognise items have been actually
been returned before re-invoicing

19. Big Returns
• We have a lot of invoices!
• Finding the invoice number
– All invoices saved on Computer
– Use Explorer to Search by product code
to find invoice number (use oldest)
– Record product code, description and
invoice number in spreadsheet for
checking off credit note, printed on back
of “Summary of Returns”

20. Lots of customers
Lots of Christmas Cards!!

21. Retail Area - Original

22. Retail Area - Current

23. Call of Nature?
PC
PC
PC
PC
PC

25. Waste Disposal

26. It’s a Numbers Game
• Bitten by Dogs?
• Punctures?
• Coming across a young
lady sunbathing topless
outside her front door?
• Being offered “services”
in lieu of payment?
4
Bi-monthly
Once
…so far!!
Never
…yet!!

27. Why Do We Do It?

28. Time Management
• P12 Retail
• Sponsoring
• Roof
• Archery
• Hospital
• Moving Mary
• Chairman of Leics KFA
• This Presentation

29. Results
• P12 personal retail - 7,976.98 BP
– A new record
• Total volume also a new record
• Total team volume highest ever
• And the cheque…

30. The Benefits of Working
from Home
Can pop home for a quick…
…cup of tea

31. The End