Keys to using your catalog to drive retail sales

1. Keys to Using Your
Catalog to Drive Retail

2. 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

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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

9. 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!
Going beyond

10. Thank You
Gary Sierzchulski
414.248.9151 | GASierzchulski@Arandell.com
www.arandell.com