How to Measure a Good Catalog

More than 15 billion consumer catalogs are mailed within a given year. How does one catalog succeed where another fails? There are some basic criteria for measuring how well a catalog communicates to its target customers:

  1. Can the customer find what he needs quickly and easily?

  2. Is the buying information for any given product sufficient to make a purchase decision?

  3. Does the cataloger offer extra help and service?

  4. Is the index up-to-par? Can you find key products?

  5. Are the ordering, delivery information and instructions clear?

  6. Are the products relevant to the target customer?

  7. Is there sufficient product assortment?

  8. Are the claims honest? Is there an attempt at deception?

  9. Is the presentation compelling? Are there sufficient photos? ...

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