March 26, 2017

Oh, Look At This One!

Check out this item. Tell me what you see.

We have a highly seasonal product that took a year to get rolling (2015) ... and then the item began the process of slow erosion.

Also notice that the merchandising team did the item no favors in early 2016, not advertising/offering the item in April, hurting demand.

So the question is this ... do you run this item in 2017? If the item is advertised properly, one might expect demand to drop-off by another 30%.

In other words ... how long do you hang in there with declining demand until you decide to kill the item?

It's almost like you need a rule of thumb or something, right?

Channels Influence What Sells

I know, I know, you are supposed to offer the same merchandise in every channel and create a frictionless omnichannel customer experience ....