The Electronic Catalog: Gone to Seed

Modesto, CA-based wholesale seed cataloger Harris Moran Seed Co. allocates sales to a geographic region rather than to a channel.

“No matter what the venue, whether it’s an order phoned in from the catalog or placed with a field rep, any sale that comes in is tracked by its geographic territory,” says Karen McGuire, manager of Western regional sales. “Our sales reps also work in product development, so it’s important for us to assess the performance of our product, and we do that by seed type and by region, not sales.”

While McGuire won’t disclose the company’s annual catalog circulation or sales, she says that Harris Moran has more than 70 dealers in North America. The company’s Website is not yet commerce-enabled.

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