Beyond the basics of squinch
HOW CAN A SQUINCH help you communicate with customers more intelligently? Here are a few ideas to consider:
One cooking products cataloger noticed significant sales in any items related to baking pies. So it created themed spreads around the art of baking pies. While the products were ordinary pie pans, rolling pins, pie-baking accessories, and so on the theme engaged readers and increased the catalog's results.
Having all of the information in your arsenal is only part of the battle to create an effective marketing effort. Take another look at your squinch analysis and ask what you can do to take it one step further.
Challenge your marketing, creative and Web design teams to brainstorm new ways to look at the data to gain insight into the customer mind. The squinch is a rich and versatile tool, one that yields many opportunities to create response-boosting results. l
Lois Boyle-Brayfield is president and Steve Trollinger is executive vice president for J. Schmid & Associates (www.jschmid.com), a catalog consultancy based in Mission, KS.
SQUINCH
IS
A DYNAMIC MERCHANDISING TOOL, GUIDING FAR-REACHING DECISIONS LIKE WHICH
CATEGORIES TO GROW, WHAT PRODUCTS TO DEVELOP AND WHAT PRICE POINT TO
EXPAND.
A DETAILED SQUINCH IS A GLIMPSE INTO YOUR CUSTOMERS' MINDS: THEY ARE TELLING YOU WHAT THEY WANT TO BUY FROM YOU. AND SQUINCH IS NOT JUST FOR MERCHANDISERS, OR USED TO ONLY LOOK AT WHAT WORKED POST MORTEM.
IT HELPS MAKE DECISIONS ABOUT MARKETING, SEGMENTATION, E-MAIL, ONLINE PRESENTATION AND NAVIGATION, PAY-PER-CLICK, PAGINATION AND COVER SELECTION.
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