Benchmark Report on Merchandising 2002

What location is to the real estate industry, merchandise is to catalogers. At least that’s the conventional wisdom. But some of the results from Catalog Age’s exclusive Benchmark Report on Merchandising suggest that many catalogers aren’t giving merchandise matters the attention they deserve.

For instance, 10% of respondents don’t conduct any sort of analysis to determine the success and profitability of their product picks. When it comes to seeking out new products, 10% haven’t bothered to try looking on the Internet — a relatively cheap and easy method, and one that 29% of the respondents who have used it rated excellent or very good. At the same time, 5% don’t use customer input to come up with new products — a method rated excellent or very good by an impressive 54% of those who have used it.

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