Keys to Using Your

Catalog to Drive Retail

Going beyond

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

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

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

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

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

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

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

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!

Thank You Gary Sierzchulski

414.248.9151 | GASierzchulski@Arandell.com

www.arandell.com