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9 - Catalog (Multi Channel)
Marketing Assessment
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Take the catalog
(multi channel) marketing proficiency assessment to see how well your
organization is doing in developing and executing its multi channel and
catalog marketing plans, programs and activities. The assessment
addresses key aspects of catalog, eCommerce planning, processes and practices
from merchandising to fulfillment. It
will help you determine the current state of your catalog, eCommerce
marketing planning, practices and processes. Your answers will indicate
specific areas where you may benefit from improvements. And, it will also
help guide your decisions about your future needs and investments. You will
be given a score upon completion which you will find at the bottom.
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Select your level of
agreement with the statements below made regarding 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 quiz.
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Scoring System
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Answer --------------- Points
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Not Applicable (NA) ----------
0
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Strongly Disagree ----------
1
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Disagree ----------
2
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Somewhat Agree ----------
3
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Agree ---------- 4
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Strongly Agree ----------
5
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1)
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We develop a pro forma P&L
for each catalog mailing.
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2)
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All pro forma P&Ls for
catalogs are done at the segment level.
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3)
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All pro forma P&Ls for
catalogs are done at the list level.
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4)
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We used personalized printing
for all of our catalogs.
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5)
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We personalize te covers using
ink jet messages.
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6)
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We personalize the order form.
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7)
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We convert the majority of 1st
time single buyers to multi time multibuyers.
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8)
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Our response rates are
increasing.
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9)
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Our average order is greater
than 1.5 units (products) per customer order.
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10)
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The units per order from our
catalogs are increasing.
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11)
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The average order value from our
catalogs is increasing.
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12)
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The customer LTV (Life Time
Value) of our catalog buyers is increasing.
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13)
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We mail multiple versions of our
catalog to different customer segments.
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14)
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We constantly test different
catalog formats and creative.
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15)
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We mail a different version of
the catalog we mail to our customer base to new prospects.
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16)
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Our customer file is growing.
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17)
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The number of multibuyers in our
customer file is growing.
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18)
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The number of multi-time buyers
in our customer file is growing.
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19)
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We make cover changes by
customer segment.
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20)
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We use RRFM segmentaton for our
house file mailing strategies.
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21)
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Our shipping and handling rates
are competitive with those of our competitors.
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22)
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We offer free shipping on
purchases over a certain order value.
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23)
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Our catalogs include an order
form.
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24)
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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.
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25)
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We secret shop our own catalog
to see how our customer service is doing.
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26)
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We secret shop our competitor's
catalog to see how their customer service is doing.
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27)
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We use suggestive selling to
upsell a customer based on product selection.
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28)
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We rent our customer house file
to other catalog mailers.
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29)
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We rent our customer house file
to other mailers.
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30)
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We offer non competitive mailers
a discount on list rental.
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31)
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We exchange our mailing list to
reduce our cost of acquiring a customer.
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32)
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We use co-op mailing lists for
prospecting.
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33)
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Our catalogs include exclusive
offers.
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34)
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We use square inch analysis to
determine the profitability of a product in our catalogs.
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35)
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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).
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36)
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Our catalog uses testimonials
and / or customer reviews to boost credibility and make the catalog more
human and appraochable.
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37)
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Our catalog uses strong
headlines, subheads and powerful and descriptive first sentences.
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38)
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Our product copy speaks to
customer benefits.
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39)
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We have a reactivation program
for dorminant catalog buyers.
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40)
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Prospecting list response rates
to our catalog are increasing.
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41)
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Customer house file response
rates tour catalog are increasing.
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42)
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The net revenue per catalog is
increasing.
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43)
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The promotional cost per catalog
is decreasing.
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44)
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The promotional cost per order
is decreasing.
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45)
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Customer returns and allowances
are decreasing.
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46)
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The fulfillment cost per
customer order is decreasing.
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47)
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The net income per catalog is
increasing.
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48)
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The average revenue per product
is increasing.
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49)
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The average revenue per order is
increasing.
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50)
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The average order value for
multi time buyers is higher than that of one time buyers.
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51)
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The number of first time buyers
from our catalog is increasing.
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52)
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We have a catalog business /
marketing plan.
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53)
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Our catalog business / marketing
plan includes front end, (1st time buyers), back end (repeat customers) and
customer reactivation plans and programs.
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54)
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In our catalog, the best
products have been selected to support the merchandising concept.
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55)
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In our catalog, the best
products have been selected to suit the target audience.
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56)
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We test catalog formats,
creative, merchandise and offers.
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57)
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Our catalog marketing team is
very experience in catalog marketing.
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58)
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We have a very experience team
of direct mail catalog designers, copywrtiers and photographers.
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59)
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Our catalogs have the format,
organization, covers, hot spots, pacing, graphics and copy that make them
easy to shop.
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60)
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Our catalogs are well organized
and logical.
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61)
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Our catalogs stimulate and make
it easy for the buyer to make multiple choices.
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62)
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Our catalogs support our web
business.
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63)
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Our catalog business is
supported by or web site.
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64)
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We participate in a package
insert program to generate new prospects / leads for our catalog.
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65)
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We create package inserts to
move old merchandise.
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66)
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We sell space in our outbound
packages "package insert program" as an alternative revenue
generatiaon opportunity.
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67)
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We have a specific marketing
program to reactivate dormant customers.
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68)
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We have a specific marketing
program to convert first time buyers into multi time buyers.
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69)
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We do not use our catalogs to
liquidate slow moving products or "dogs."
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70)
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We do not send catalogs with
clearance merchandise in them to the most profitable segment of our customer
house file.
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71)
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Our catalog is designed to
stimulate and make it easy for the custoemr to make multiple purchases.
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72)
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We treat copy as the most
important aspect of our catalog design.
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73)
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The copy in our catalog
differentiates our catalog to the reader from the catalogs of our
competitors.
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74)
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Our catalog communicates and
reinforces the catalog's unique selling concept at every custoemr touch
point.
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75)
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The look and feel of our catalog
is consistent with the look and feel of our website.
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76)
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The photography in our catalog
does an excellent job of showcasing the products.
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77)
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Our catalog cover consitently
presents the merchandise concept through the use of product images and
taglines.
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78)
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Our catalog features strong and
products with a lot of appeal in all of the catalog's hot spots (key selling
positions).
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79)
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The copy in our catalog is very
strong. It has strong headlines,
subheads and powerful descriptive copy.
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80)
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The copy in our catalog is
emotional and creates an emotional desire that drives customers to purchase.
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81)
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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.
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82)
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We are very happy with our
catalog management system (CMS).
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83)
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Our catalog management system
(CMS) is fully integrated with our inventory forecasting and purchasing
system.
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84)
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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).
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85)
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Our CMS does an excellent job of
capturing lost orders and abandon shopping carts.
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86)
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Our CMS helps us run a very low
backorder percentage.
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87)
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Our backorder percentage is
decreasing.
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88)
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We perform formal catalog
forecasting and breakeven analysis.
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89)
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We perform break even analysis
at the list/ segment level.
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90)
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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.
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91)
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We develop completion curves for
catalogs, product categories, etc.., and use as planning budgeting tools.
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92)
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We analyze the results of
mailings and use the findings from that analysis to plan marketing and
merchandising efforts of future mailings.
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93)
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We conduct a demographic and
psychographic analysis of the current catalog customer base.
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94)
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We develop front end name
generation plan incorporating catalog requestor ads, bind-ins and package
insert programs.
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95)
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We offer rewards to customers
who refer additonal customers to use.
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96)
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We develop and test programs to
convert single buyers into multi buyers.
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97)
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We develop and test re-mailing
programs to multi buyers.
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98)
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We test merchandise offers in
our catalogs.
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99)
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We have a three to five year
catalog business plan and supporting catalog name flow plan.
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100)
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Marketing expenses for our
catalogs are below 30% of gross revenues generated from the catalogs.
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a
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Total Points Scored
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Total Possible Points
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Percentage Score
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a
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Grade
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© 2017 DWS Associates.
All Rights Reserved.
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