AboutJim Novo Expertise Questions about using customer data to inmprove online profitability, particularly in retailing. Topics include profiling customers using weblogs, figuring out which ads generate the highest value customers, how to reduce the numnber of 1x buyers, how to generate higher sales from current customers, customer analysis, ROI calculation, reducing discounts while increasing resaponse rates. Do you collect customer data (purchases, page views, surveys) and not really use it for anything? Want to find out how? Just ask.
Experience
Past/Present clients Cellular One, MBNA, SteelTorch Software, Retek Direct, CBS Sportsline, Kobie Marketing, Aerial, Tupperware, Barnes and Noble, Comcast Corporation, Home Shopping Network
Expert: Jim Novo Date: 9/8/2006 Subject: Selling through existing catalogues
Question Jim, How do you go about getting items sold through existing catalogues? What kind of arrangements do they generally require? Thanks, Earl
Answer Well, that all depends on how big a catalog you are talking about. Most catalogs now also offer web sites, so it's pretty easy to search and find the website, then see if they have a catalog. Not sure why you would only want to deal with catalogs; there are certainly more web sites than catalogs for any particular topic.
Once you identify potential targets, then call the main number and ask for Merchandise Purchasing or to speak to the Buyer of the category you are interested in. From there, you may be dealing with one person or a committee process, depending on how large the catalog is. If you are dealing with one person, you can probably get by with just sending a sample. Large organizations will require you fill out a lot of paperwork and probably prove you are the inventor of the item or hold a patent for it, if applicable; they may also require multiple samples. Be aware that samples are not generally returned to you.
If you are a reseller of a product, the large operations are probably not going to deal with you, they will go straight to the manufacturer.
