At the DMA Catalog Road Show, Boston: Merchandise Rules

It’s the merchandise, stupid, was the message from catalog consultant Jim Alexander. Addressing attendees at the 10th annual DMA Catalog Council Catalog On-the-Road Conference held here Jan. 31, Alexander noted that the gross demand per item (or sales per book by item) is the most important statistic to evaluate your business. Remember that “this is an item-driven business,” Alexander said.

Moreover, your list performance is a reflection of the size of the market opportunity and your ability to merchandise. No list is profitable or unprofitable in and of itself, he pointed out. “If your list is off, chances are there’s a problem with your merchandise.” The program also included presentations from Millard Group vice president, catalog brokerage, Bill LaPierre, multichannel marketer Babystyle president/chief operating officer Tom Park, Lands’ End’s vice president of direct marketing David Johnson, Web research firm e-Tailing Group president Lauren Freedman, and DMA president/CEO Bob Wientzen.

Partner Content

The Gift of Wow: Preparing your store for the holiday season - Netsuite
Being prepared for the holiday rush used to mean stocking shelves and making sure your associates were ready for the long hours. But the digital revolution has changed everything, most importantly, customer expectations. Retailers with a physical store presence should be asking themselves—what am I doing to wow the customer?
3 Critical Components to Achieving the Perfect Order - NetSuite
Explore the 3 critical components to delivering the perfect order.
Streamlining Unified Commerce Complexity - NetSuite
Explore how consolidating multiple systems through a cloud-based commerce platform provides a seamless experience for both you, and your customer.
Strategies for Maximizing Mobile Point-of-Sale Technology - NetSuite
Learn the top five innovative ways to utilize your mobile POS technology to drive customer engagement, increase sales and elevate your brand.