Arandell News + Events

Analyze Your Catalog Circulation Results

Here are some ways to look at your past catalog results to understand how your business responded to your catalog circulation.

  • Compare your house file and prospecting results compared to last year and compared to your breakeven.
    • Are results stronger, weaker or comparable to last year’s?
  • Compare your daily sales flash to last year.
    • Did the sales follow the same order curve as last year?
    • Did sales compare later in the season?
    • Did your best days have greater sales revenue than last year’s best days?
    • Did the holiday season start to accelerate later than last year? (Many catalogers are reporting that the season started later than last year year.)
  • What were the sales spikes that came from your e mail promotions?
    • Catalogs create demand and your e-mails harvest that demand. Looking at the daily sales spikes can give you a measure of the impact of your emails and the incremental sales coming from your e –mails. Daily sales can also tell you where your e-mail offers and frequency of e-mails left sales gaps.
  • Compare sales around Cyber Monday and Black Friday to see how those two peak sales days have been extended earlier than Thanksgiving and how both days have been extended and transformed into week long promotions.
    • Did you lose sales on the front end of Black Friday or the back end of Cyber Monday by having your promotion periods too short?
  • Did you test deploying e mails along with your catalog circulation to cost effectively boost sales?
    • Lots of catalogers are testing match and deploy e-mail campaigns to boost response to their catalog circulation.
  • Have you tested a mid December catalog “tap” to your very best customers to get maximum sales out of the last two weeks before Christmas?
  • How is it best to handle catalog attribution of your Q4 catalogs?
    • A simple technique is to add together the match back results of all your Q4 catalogs and divide by the number of catalogs that each list segment received. Otherwise the match back process will allocate a disproportionate amount of sales to the Holiday season’s last catalog.
  • Did you vary your Q4 e mail and catalog offers so they didn’t get stale? Which offers work best?
  • Did your catalog hit its revenue goals?
    • If not, was the softness in your house list, prospecting lists or both?
    • Did you hit your overall revenue goals but not your catalog revenue goals?
      • If you hit your top line revenue goal but catalog revenue seemed soft, look at your rules for multichannel attribution. You may simply be over allocating sales to the “last touch” of e-mails rather than seeing actual soft demand from your catalogs.
  • Look at which segments fell below your variable breakeven.
    • Why did these segments not achieve breakeven?
    • Was it a softness across the entire circulation or did specific house or prospecting segments underperform?
  • How was your margin and Average order value compared to last holiday season?
  • Did your product mix change compared to previous Holiday seasons?
    • Did you have better success with individual merchandise items compared to previous seasons?
  • Did backorders impact your top line demand?
    • Were your backorders different than in previous holiday seasons?
  • It is becoming increasingly harder to wring response rates out of Holiday mailings in September and early October.
    • Were your early season sales soft?
    • Did you make up that lost ground?

We can assist you in insuring you take into consideration the necessary factors that will lead to an accurate and useful report. We have provided you with some points to consider but we would be happy to talk with you as well. And yes – we can perform those matchbacks for you.