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| | Select your level of agreement with the statements below made regarding catalog marketing processes and practices in your organization. If the statement does not apply to your industry or business model, select "0" which is the default value from the drop down list, so that it is not counted in your overall score. There is a reset button at the bottom of the quiz. It will clear all of your answers. You can also print a copy of this quiz by clicking the print button at the bottom of the assessment. |
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| | | | Scoring System | Answer | Points |
| | | | | NA | 0 |
| | | | | Strongly Disagree | 1 |
| | | | | Disagree | 2 |
| | | | | Somewhat Agree | 3 |
| | | | | Agree | 4 |
| | | | | Strongly Agree | 5 |
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| | 1) | | We develop a pro forma P&L for each catalog mailing. | | |
| | 2) | | All pro forma P&Ls for catalogs are done at the segment level. | | |
| | 3) | | All pro forma P&Ls for catalogs are done at the list level. | | |
| | 4) | | We used personalized printing for all of our catalogs. | | |
| | 5) | | We personalize te covers using ink jet messages. | | |
| | 6) | | We personalize the order form. | | |
| | 7) | | We convert the majority of 1st time single buyers to multi time multibuyers. | | |
| | 8) | | Our response rates are increasing. | | |
| | 9) | | Our average order is greater than 1.5 units (products) per customer order. | | |
| | 10) | | The units per order from our catalogs are increasing. | | |
| | 11) | | The average order value from our catalogs is increasing. | | |
| | 12) | | The customer LTV (Life Time Value) of our catalog buyers is increasing. | | |
| | 13) | | We mail multiple versions of our catalog to different customer segments. | | |
| | 14) | | We constantly test different catalog formats and creative. | | |
| | 15) | | We mail a different version of the catalog we mail to our customer base to new prospects. | | |
| | 16) | | Our customer file is growing. | | |
| | 17) | | The number of multibuyers in our customer file is growing. | | |
| | 18) | | The number of multi-time buyers in our customer file is increasing. | | |
| | 19) | | We make cover changes by customer segment. | | |
| | 20) | | We use RRFM segmentaton for our house file mailing strategies. | | |
| | 21) | | Our shipping and handling rates are competitive with those of our competitors. | | |
| | 22) | | We offer free shipping on purchases over a certain order value. | | |
| | 23) | | Our catalogs include an order form. | | |
| | 24) | | We do match backs comparing Web buyers to catalog and e-mail receipients to determine how many of them were driven to the Web by each method. | | |
| | 25) | | We secret shop our own catalog to see how our customer service is doing. | | |
| | 26) | | We secret shop our competitor's catalog to see how their customer service is doing. | | |
| | 27) | | We use suggestive selling to upsell a customer based on product selection. | | |
| | 28) | | We rent our customer house file to other catalog mailers. | | |
| | 29) | | We rent our customer house file to other mailers. | | |
| | 30) | | We offer non competitive mailers a discount on list rental. | | |
| | 31) | | We exchange our mailing list to reduce our cost of acquiring a customer. | | |
| | 32) | | We use co-op mailing lists for prospecting. | | |
| | 33) | | Our catalogs include exclusive offers. | | |
| | 34) | | We use square inch analysis to determine the profitability of a product in our catalogs. | | |
| | 35) | | We feature new and hot products, special offers and best sellers in hot spots (i.e, cover, 1st spread, center spread, inside backcover spread, back cover). | | |
| | 36) | | Our catalog uses testimonials and / or customer reviews to boost credibility and make the catalog more human and appraochable. | | |
| | 37) | | Our catalog uses strong headlines, subheads and powerful and descriptive first sentences. | | |
| | 38) | | Our product copy speaks to customer benefits. | | |
| | 39) | | We have a reactivation program for dorminant catalog buyers. | | |
| | 40) | | Prospecting list response rates to our catalog are increasing. | | |
| | 41) | | Customer house file response rates tour catalog are increasing. | | |
| | 42) | | The net revenue per catalog is increasing. | | |
| | 43) | | The promotional cost per catalog is decreasing. | | |
| | 44) | | The promotional cost per order is decreasing. | | |
| | 45) | | Customer returns and allowances are decreasing. | | |
| | 46) | | The fulfillment cost per customer order is decreasing. | | |
| | 47) | | The net income per catalog is increasing. | | |
| | 48) | | The average revenue per product is increasing. | | |
| | 49) | | The average revenue per order is increasing. | | |
| | 50) | | The average order value for multi time buyers is higher than that of one time buyers. | | |
| | 51) | | The number of first time buyers from our catalog is increasing. | | |
| | 52) | | We have a catalog business / marketing plan. | | |
| | 53) | | Our catalog business / marketing plan includes front end, (1st time buyers), back end (repeat customers) and customer reactivation plans and programs. | | |
| | 54) | | In our catalog, the best products have been selected to support the merchandising concept. | | |
| | 55) | | In our catalog, the best products have been selected to suit the target audience. | | |
| | 56) | | We test catalog formats, creative, merchandise and offers. | | |
| | 57) | | Our catalog marketing team is very experience in catalog marketing. | | |
| | 58) | | We have a very experience team of direct mail catalog designers, copywrtiers and photographers. | | |
| | 59) | | Our catalogs have the format, organization, covers, hot spots, pacing, graphics and copy that make them easy to shop. | | |
| | 60) | | Our catalogs are well organized and logical. | | |
| | 61) | | Our catalogs stimulate and make it easy for the buyer to make multiple choices. | | |
| | 62) | | Our catalogs support our web business. | | |
| | 63) | | Our catalog business is supported by or web site. | | |
| | 64) | | We participate in a package insert program to generate new prospects / leads for our catalog. | | |
| | 65) | | We create package inserts to move old merchandise. | | |
| | 66) | | We sell space in our outbound packages "package insert program" as an alternative revenue generatiaon opportunity. | | |
| | 67) | | We have a specific marketing program to reactivate dormant customers. | | |
| | 68) | | We have a specific marketing program to convert first time buyers into multi time buyers. | | |
| | 69) | | We do not use our catalogs to liquidate slow moving products or "dogs." | | |
| | 70) | | We do not send catalogs with clearance merchandise in them to the most profitable segment of our customer house file. | | |
| | 71) | | Our catalog is designed to stimulate and make it easy for the custoemr to make multiple purchases. | | |
| | 72) | | We treat copy as the most important aspect of our catalog design. | | |
| | 73) | | The copy in our catalog differentiates our catalog to the reader from the catalogs of our competitors. | | |
| | 74) | | Our catalog communicates and reinforces the catalog's unique selling concept at every custoemr touch point. | | |
| | 75) | | The look and feel of our catalog is consistent with the look and feel of our website. | | |
| | 76) | | The photography in our catalog does an excellent job of showcasing the products. | | |
| | 77) | | Our catalog cover consitently presents the merchandise concept through the use of product images and taglines. | | |
| | 78) | | Our catalog features strong and products with a lot of appeal in all of the catalog's hot spots (key selling positions). | | |
| | 79) | | The copy in our catalog is very strong. It has strong headlines, subheads and powerful descriptive copy. | | |
| | 80) | | The copy in our catalog is emotional and creates an emotional desire that drives customers to purchase. | | |
| | 81) | | Our catalog invites the customer into a setting or lifestyle that not only wraps them in an environment they want to be in, but also turns the romanced readers into buyers. | | |
| | 82) | | We are very happy with our catalog management system (CMS). | | |
| | 83) | | Our catalog management system (CMS) is fully integrated with our inventory forecasting and purchasing system. | | |
| | 84) | | Our catalog management system (CMS) has built in sales functionality that enables real time, up-selling, cross-selling and suggestive selling, with or without a TSR (telephone sales representative). | | |
| | 85) | | Our CMS does an excellent job of capturing lost orders and abandon shopping carts. | | |
| | 86) | | Our CMS helps us run a very low backorder percentage. | | |
| | 87) | | Our backorder percentage is decreasing. | | |
| | 88) | | We perform formal catalog forecasting and breakeven analysis. | | |
| | 89) | | We perform break even analysis at the list/ segment level. | | |
| | 90) | | We develop pro-forma profit & loss for each mailing at the gross level and segment level so that expectation of the mailing are clear and then compare the actual results with the plan to determine whether you are on track to meet corporate objectives. | | |
| | 91) | | We develop completion curves for catalogs, product categories, etc.., and use as planning budgeting tools. | | |
| | 92) | | We analyze the results of mailings and use the findings from that analysis to plan marketing and merchandising efforts of future mailings. | | |
| | 93) | | We conduct a demographic and psychographic analysis of the current catalog customer base. | | |
| | 94) | | We develop front end name generation plan incorporating catalog requestor ads, bind-ins and package insert programs. | | |
| | 95) | | We offer rewards to customers who refer additonal customers to use. | | |
| | 96) | | We develop and test programs to convert single buyers into multi buyers. | | |
| | 97) | | We develop and test re-mailing programs to multi buyers. | | |
| | 98) | | We test merchandise offers in our catalogs. | | |
| | 99) | | We have a three to five year catalog business plan and supporting catalog name flow plan. | | |
| | 100) | | Marketing expenses for our catalogs are below 30% of gross revenues generated from the catalogs. | | |
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