Catalog and Direct Selling: Improve Your Catalog Inch by Inch
Find creative gems in a SQUINCH.
Successful catalogers know how powerful a square-inch analysis (SQUINCH) can be, but few analyze anything beyond a merchandising plan. In truth, once the data has been placed into a SQUINCH format, incredible nuggets can be gleaned from different reports that can shape your creative efforts. The following is a checklist of the obvious and not-so-obvious gems waiting to be found in your SQUINCH.
1. Build powerful cover treatments by taking advantage of your best-selling products, especially those that garner high demand. With seconds to grab attention and draw customers into your catalog, use best sellers on your covers, not for the 2 percent of the customers who already purchased the product, but for the 98 percent that didn’t even see it. This goes for your back cover as well.
2. Allocate space according to profitability. This applies to both product categories as well as specific products. When dissecting a SQUINCH by category, you can develop a macro plan for allocating space. If a product category is producing 20 percent of your profit, then it should get at least 20 percent or more of the allocated space.
3. Similarly, you’ll want to allocate placement according to profitability. Like space allocation, a SQUINCH will determine where to place products and categories within the hot spots of your catalog.
4. Use squinch to determine how many pages your catalog should have. This can be determined by creating an analysis by page. Rule of thumb—if at least 75 percent of your pages are profitable, consider increasing your page count. Conversely, if less than 75 percent are profitable, consider reducing the number of pages.
The Not So Obvious
1. Feature the right options. For example, if you’re selling a frame offered in three types of wood, and mahogany consistently outperforms the other options, then feature mahogany. Place the other two in an inset, giving them less space.