Catalog and Direct Selling: Don’t Leave Money on the Table
If you’re a multichannel marketer, don’t get too caught up with equal pricing between retail and direct. Most people purchase from these two channels with unique goals in mind. A catalog shopper often is interested in the convenience of shopping via direct channels, especially if they are sending a gift. So, in some cases you can inch the prices up slightly. It might be worth a test.
Present Plenty of Options
Product and price options are extremely important when selling via the direct channel. Never assume you know the exact products that will most appeal to customers and prospects. This especially is true for your more popular categories. If you do well in the outdoor furniture category, offer customers a broad enough range of designs and price points so something will appeal to them. Then, take it one step further and upsell the whole outdoor set, not just a couple of chairs. Techniques such as bundling the set at a discount (in addition to selling each piece individually) or offering a free sun umbrella when they buy the table and all six chairs can only increase the average order.
Typically, smaller catalogs (fewer than 32 pages) don’t perform as well when mailing prospects, because there are not enough options within multiple categories. The same goes for a single-focused direct mail offer; don’t just make one offer, take the opportunity to add a product, feature or service that not only will add value but also will increase the average order.
Show Them the Money
Most of the above techniques will work, but only if your design team understands the pricing goals and can effectively sell them through its creative presentation. Show customers the value of products. If you are not able to effectively present features and benefits with a single photo, use other attention-getting techniques like captions, bursts or a second photo to explain the value of the product. Otherwise, the price point may not make sense to the reader.