13 09-15 cat class session 1&2

Welcome To The Catalogue

Masterclass

Martin Harvey

Mel Henson

17th September 2013

So – Are Catalogues Still Important?

A Gentle Introduction….

…. Which One WON?

Which one won?

Which one won?

Which one won?

Which one won?

Which one won?

Which one won?

Which one won?

Which one won?

Which one won?

Which one won?

Introducing the ‘7 Golden Rules’ of Catalogue Marketing1. Knowledge is Key

– Focus on Analysis and Insight

2. Manage Your Costs – Design, Print, Paper, Size, Weight

3. Plan for Profit – Range and Page Planning is a Serious Discipline

4. Maximise Page Sales – With Devices, Offers, Affinity Products – They All Add Value

5. Target With Precision – Hygiene, Selection and Segmentation

6. Test New Concepts for Optimisation – Test, Test and Test Again

7. Monitor Everything You – Otherwise You’ll Never Learn

How to get a winning catalogue The plan for this morning

Session 1 – Homework and Economics• Analysis & Insight• Size & Shape• Print Runs and Costs

Session 2 – The Catalogue Plan• The Flatplan• Offers & Affinity Products• Hotspots

10.30am – 11.00am Coffee Break

Session 3 – Mailing Plans• Segmentation• Testing• Monitoring

Session 4 - Conclusions• Critique session• Questions

Differentiate or Die – The Big Challenge!Winning Catalogues are Better Catalogues

- Break Away From the Crowd

- Define Your Competitive Points of Difference

- Make Your Catalogue Stand Out in the Competitive Crowd

- Make Your Competitors Followers - Set the Market Standard

- REMEMBER – Small Differences Produce Returns – BUT Multiple

Small Differences can produce a Paradigm Shift

The Starting Point … a Traditional Catalogue Lacking Inspiration

Total

A Complete Makeover Helped Treble Sales in 5 Years…

Modernised Design and Square Format – Retaining Classic Marshalls Branding.Competitors All landscape and Traditional

Clear Brand Statement

Strong Value Call to Action and Fertiliser Up-Sell

Proposition and Interest on Front Cover

Clear Signpostingon Page 2 & 3

Classic Format …Guarantee , Delivery and Contents

The OLD – Product Pages’Illustrated Price Lists’

NEW - Editorial, Graphics, Flashes, Offers, Heroes, Headers

Varied image formats, fewer products per page + more pages… … but no extra postage cost.

Analysis & Insights

- Historic Page Sales Analysis - The Benefits of Single Customer View Analysis- Monitoring Drive to Site Sales- Square Inch Performance (Sqinch)

Track Sales by Item and by Page…… Compare Year on Year

My Catalogue Page Sales - Autumn 2013Page Total

Sq Inch Index

Total Sep-Dec Sep-Dec

Cat Page Space % Item Description Price Margin Items Value Sales Margin 2012Change % Notes

4 50% Bio-Gard Personal Hygiene Intro - Hands and Feet major

4 30% Bio-Gard Hand 24 hr Sanitiser 4.85 65.0% 1191 £15,001 500 325 £11,548 29.9%

4 20% Bio-Gard Skin Protector 5.85 72.0% 1132 £6,163 £21,164 308 222 New

5 10% Bacterial Hygiene Tester Strips x 10 3.95 30.0% 1587 £5,649 565 169 £4,893 15.4%

5 20% Bio-Gard 30 Day Clothes protector 4.95 42.0% 1191 £5,607 280 118 £7,495 -25.2% Weak copy / image

5 15% Bio-Gard Toilet Wipes 5.65 39.0% 308 £1,696 113 44 £1,956 -13.3% Drop Next Season - Watch Stock

5 10% Foot-Gard Sock and Shoe Sanitiser 8.75 60.0% 895 £7,766 777 466 £5,465 42.1%

5 15% Foot-Gard Anti Fungal Foot Spray 7.75 60.0% 1588 £11,868 791 475 New Star Choice / New

5 20% Body-Gard Travellers' 4 Pack 10.95 39.0% 1059 £11,225 561 219 £9,400 19.4% Special Offer This Year

5 10% Ultra-Sure Tired Eyes Travel Freshener 4.95 78.0% 700 £3,377 £47,188 338 263 £2,564 31.7% Affinity Product - New PackPet-Vet Vitamins

6 etc

Total Sep-Dec

My Catalogue Page Sales - Autumn 2013

Cat Page Space % Item Description Price Margin Items Value

4 50% Bio-Gard Personal Hygiene4 30% Bio-Gard Hand 24 hr Sanitiser 4.85 65.0% 1191 £15,0014 20% Bio-Gard Skin Protector 5.85 72.0% 1132 £6,1635 10% Bacterial Hygiene Tester Strips x 10 3.95 30.0% 1587 £5,6495 20% Bio-Gard 30 Day Clothes protector 4.95 42.0% 1191 £5,6075 15% Bio-Gard Toilet Wipes 5.65 39.0% 308 £1,6965 10% Foot-Gard Sock and Shoe Sanitiser 8.75 60.0% 895 £7,7665 15% Foot-Gard Anti Fungal Foot Spray 7.75 60.0% 1588 £11,8685 20% Body-Gard Travellers' 4 Pack 10.95 39.0% 1059 £11,2255 10% Ultra-Sure Tired Eyes Travel Freshener 4.95 78.0% 700 £3,377

Pet-Vet Vitamins 6 etc

Total Sep-Dec

Track Sales, Profit + Space / Item

My Catalogue Page Sales - Autumn 2013Sq Inch Index

Total Sep-Dec Sep-Dec

Cat Page Space % Item Description Sales Margin 2012Change % Notes

4 50% Bio-Gard Personal Hygiene Intro - Hands and Feet major

4 30% Bio-Gard Hand 24 hr Sanitiser 500 325 £11,548 29.9%

4 20% Bio-Gard Skin Protector 308 222 New

5 10% Bacterial Hygiene Tester Strips x 10 565 169 £4,893 15.4%

5 20% Bio-Gard 30 Day Clothes protector 280 118 £7,495 -25.2% Weak copy / image

5 15% Bio-Gard Toilet Wipes 113 44 £1,956 -13.3% Drop Next Season - Watch Stock

5 10% Foot-Gard Sock and Shoe Sanitiser 777 466 £5,465 42.1%

5 15% Foot-Gard Anti Fungal Foot Spray 791 475 New Star Choice / New

5 20% Body-Gard Travellers' 4 Pack 561 219 £9,400 19.4% Special Offer This Year

5 10% Ultra-Sure Tired Eyes Travel Freshener 338 263 £2,564 31.7% Affinity Product - New PackPet-Vet Vitamins

Track Square Inch Sales and Profit Indexes…… and Make Notes

Keep and Eye on Week x Week and Month x Month Performance

My Catalogue Page Sales - Autumn 2013

Cat Page Space % Item Description Price Items Items Items Items Items

4 50% Bio-Gard Personal Hygiene4 30% Bio-Gard Hand 24 hr Sanitiser 4.85 460 692 39 0 1191

4 20% Bio-Gard Skin Protector 5.85 417 426 207 82 1132

5 10% Bacterial Hygiene Tester Strips x 10 3.95 731 606 211 39 1587

5 20% Bio-Gard 30 Day Clothes protector 4.95 460 692 39 0 1191

5 15% Bio-Gard Toilet Wipes 5.65 102 129 72 5 308

5 10% Foot-Gard Sock and Shoe Sanitiser 8.75 329 355 182 29 895

5 15% Foot-Gard Anti Fungal Foot Spray 7.75 622 748 215 3 1588

5 20% Body-Gard Travellers' 4 Pack 10.95 394 428 213 24 1059

5 10% Ultra-Sure Tired Eyes Travel Freshener 4.95 350 266 84 0 700Pet-Vet Vitamins

6 etc

Sept Oct Nov Dec Total

Analysis and Insight is a Holistic ProcessBack Office Sales Analysis V Single Customer View

Back Office Sales Limitations- Single Data Sets- Often Includes Sales from Other Campaigns- Ignores Customer Segments- No Channel Analysis- Ignores Sales of Other Products

Look At You Catalogue as a SALES DRIVER …… ANALYSE the TOTAL IMPACT of the catalogue mailing on those

CUSTOMERS MAILED.

Track by Channel and Customer Segment

My Catalogue Page Sales - Autumn 2013Page Total

Cat Page Space %Item Description Price ValueWeb Sales

Page Total

Web Sales %

Web Page Total Web Notes

4 50% Bio-Gard Personal Hygiene4 30% Bio-Gard Hand 24 hr Sanitiser 4.85 £15,001 £9,481 63.2% Email Wk 334 20% Bio-Gard Skin Protector 5.85 £6,163 £21,164 £3,538 £13,018 57.4% 61.5%5 10% Bacterial Hygiene Tester Strips x 10 3.95 £5,649 £2,389 42.3%5 20% Bio-Gard 30 Day Clothes protector 4.95 £5,607 £2,119 37.8%5 15% Bio-Gard Toilet Wipes 5.65 £1,696 £288 17.0%5 10% Foot-Gard Sock and Shoe Sanitiser 8.75 £7,766 £3,743 48.2% Email Wk 335 15% Foot-Gard Anti Fungal Foot Spray 7.75 £11,868 £5,044 42.5%5 20% Body-Gard Travellers' 4 Pack 10.95 £11,225 £8,587 76.5% Home Page Oct5 10% Ultra-Sure Tired Eyes Travel Freshener 4.95 £3,377 £47,188 £1,979 £24,150 58.6% 51.2%

Grand Total Catalogue Products 83.4% £785,269 £421,689 53.7%

Sales Other Products 16.6% £156,340 £143,989 92.1%

Total Sales 100.0% £941,609 £565,679 100.0%

Total

Track Customer Groups, Promotions… Just About Any

Significant Element

My Catalogue Page Sales - Autumn 2013 x Customer GroupSq Inch Index

Cat Page Space % Item DescriptionSales Total > 5 x Buyers

3 - 5 x Buyers

2 x Buyers

1 x Cat Buyers

1 x Ad Buyers

1 x Insert Buyers

4 50% Bio-Gard Personal Hygiene4 30% Bio-Gard Hand 24 hr Sanitiser 500 252 320 324 757 852 985

4 20% Bio-Gard Skin Protector 308 758 650 452 50 72 56

5 10% Bacterial Hygiene Tester Strips x 10 565 450 521 568 750 850 940

5 20% Bio-Gard 30 Day Clothes protector 280 970 762 350 175 160 160

5 15% Bio-Gard Toilet Wipes 113 13 25 17 560 680 520

5 10% Foot-Gard Sock and Shoe Sanitiser 777

5 15% Foot-Gard Anti Fungal Foot Spray 791

5 20% Body-Gard Travellers' 4 Pack 561

5 10% Ultra-Sure Tired Eyes Travel Freshener 338Pet-Vet Vitamins

High Sales to Newer Buyers

Analysis Footnote……Teams and Catalogue Conferences

Catalogue Planning is Most Often a Team Effort …so…

1 - prepare analyses with the team in mind –

- marketing and data marketing- buyers and merchandisers- catalogue production and design

2 - aiming to provide as much information as possible…

3 - in a clear concise format that is relevant to all disciplines.

The Catalogue Physique

Page DimensionsNr. of Pages (New Customers / Multibuyers)Weight – Standard Letter v Large LetterStaples v Perfect BoundMain Catalogue v Reminder ProgrammesNaked Mailings v Wrapped MailingsOrder Forms / Flyers / Letters and EnvelopesCost

Catalogue Size and Weight- Main or Reminder Mailing- Customers or Prospects- Active or Inactive Buyers- Standard or Large Letter- Portrait or Landscape- Naked or Wrapped

Saddle Stitched or Perfect Bound

PERFECT BOUND- Improves Keepability- Perfect Bound Adds Cost- Not Suitable < 48 pages- Necessary > 120 pages- Spine = Valuable Visible Branding and Title Space

Order Forms – Flyers and Letters

- Costly Perhaps- Powerful for Personalistaion- Benefits Niche and Aggressive

Promotions (Sweepstakes / Free Gifts)- Uplift Response Significantly- Valuable for Hero Offer Upsells

The 4 Stages of Flatplanning

1 - Listing

2 - Grouping

3 - Allocating

4 - Flatplan

The 4 Stages of Flatplanning

1 - Listing

2 - Grouping

3 - Allocating

4 - Flatplan

Blank flatplanProject____________ Version ____ Date ____________

BACK COVER FRONT COVER 2•Intro•Contents•Guarantee

3 4 5

6 7 8 9 10 11

12 13 14 15 16 17

18 19 20 21 22 23•Order Form•Recommend a Friend form

Real life flatplan

Hotspots … Make or Break Product Page Position Planning

HOTSPOTS & COLD SPOTS

How people flick through a catalogue

How people look at a dps

Eye Magnets

HOTSPOTS & COLD SPOTS

Eye Magnets

Portrait Eye Contact

Eye Magnet

Full length Close up of face

Eye Magnets

Mid tones/cold colours Loud colours/warm colours

Eye Magnets

Black & white Colour

Eye Magnets

Small Large

Eye Magnets

SquareRound

Eye Magnets

Landscape Portrait

CATALOGUE DESIGN DEVICES

Flashes & Starbursts

• Designed to attract attention• New• Best seller• Great value• Save £5• Exclusive• 50% OFF• Director’s choice• Special offer• Reader offer

Flashes & Starbursts

Icons

• Usually for InformationGuidanceDifferentiation & Comparison

• Generally use at the bottom of the product

Call Outs• For complex or feature packed

products• Ideal for features not obvious

from photo

Insets

• Similar to call-outs

• Designed to emphasise one aspect or benefit of the product

Info Boxes

• Save space by avoiding repetition• Add credibility• Increase AOV

Disclaimers

• A type of info box you have to put in but would rather not

• Use dull colours, small fonts, no graphics to recess it from the page.

Spread Introductions

• Design so that it’s obvious it applies to everything on the page

HYS (Have you seen?)

• Used to link related products in different parts of the catalogue

Testimonials

• Spread throughout the catalogue, not on one page

• Must look different from other graphic elements

Guarantees

Adds credibility and reassurance = SALES

Brand appropriate

Promise and a Guarantee

Guarantees

Promise and a guarantee

Use symbols of trust

SUMMARY

• Catalogue design is not graphic design

• Think about the information - use the relevant device

• “Pretty doesn’t sell”

Let’s Have a Break Now