March 09, 2014


Fun fun fun, folks - I will be at NEMOA on Thursday!

The first eight companies to meet with me on Thursday get an autographed copy of my Hillstrom's Merchandise Forensics booklet (I know, I know, pinch yourself)!

Just as important - I will be handing out "Hillstrom's Hot Sheet" --- a one-page summary of all the important issues in modern cataloging. It's your guide to the "omnichannel circus", and the data is actually backed by findings from more than 110 client projects spanning multiple industries on a global level.

We can talk about your current project, or an upcoming project you wish to work on. Right now, the three most popular projects are, of course:
  • Hillstrom's Contact Strategy (click here) - assigning the right number of catalogs and emails at a customer level, given your existing paid search investment strategy.
  • Hillstrom's Merchandise Forensics (click here) - where 80% of the 25 projects I've worked on in the past 18 months highlight serious new product or existing product issues that are dragging the business down. Merchandise - not #omnichannel, is the primary driver of cataloging success.
  • Attribution and Clario Contact Evaluation - in the past year, I've been called upon numerous times to thoroughly explain to Clario's clients how Clario actually mails housefile buyers. I use proprietary reporting and modeling to uncover the myriad ways that Clario makes mailing decisions, and I incorporate my attribution routines to determine optimal strategies.
So contact me immediately (, and secure your autographed copy of "Hillstrom's Merchandise Forensics".  See you Thursday!


  1. Hi Kevin,
    I purchased Forensics and Personas last week and am enjoying working my way through them. One thing I wonder is how a business without a constant supply of new merchandise survives? We are a service business and it would seem that we don't have "new products" to bring to the table every couple of months. We get new customers, old customers move on and some customers just keep buying - our services remain the same.Can we still apply the mechandising forensics methodology?

  2. Do you offer new products/services every 18 months or two years?

    I sell to businesses. If I don't alter my service offering every eighteen months, my income drops by 20%. I have to find new ways to improve my products, or my business suffers.

    My guess (guess only) is that you do not offer the same service today that you offered in 2009, or 2004. So that's the secret - you have a window where if you don't modify what you're doing, you become irrelevant. That window might be 18 months, it might be four years, but you most certainly have some sort of time window where you are required to make changes.


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