Dear Catalog CEOs:
Walk down to your Business Intelligence department this morning, and ask them to demonstrate to you how the first twenty pages of your most important Holiday catalog performed, compared with the rest of the catalog.
You are probably familiar with the concept of "order starters", the items that are most often listed first in the order a customer places, right? Well, catalogs that perform well are frequently populated with a lot of "order starters" in the first twenty pages.
So this week, please take a walk down to your Business Intelligence team, and ask them to demonstrate how each item in your catalog performed as an "order starter". Please consider paginating your catalog based on the items most likely to "start" an order, using the first twenty pages of the catalog to your advantage!
Or give me a holler, and I'll help you complete this analysis.
Helping CEOs Understand How Customers Interact With Advertising, Products, Brands, and Channels
December 20, 2009
Dear Catalog CEOs: The First 20 Pages
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