Wider Selection Strategy Meets Lower Consumer Spending Reality

By George Anderson

A visible number of catalogers are moving into new product category offerings and, in some case, publishing new catalogs to address the current weakness in consumer spending, says Catalog Age.

Respondents to Catalog Age’s 2002 Benchmark Report on Merchandising indicated:

• Fifty-two percent of catalog retailers are expanding into new product categories.


• Seventy-seven percent of catalogers will incorporate new items into an existing catalog.


• Twenty-four percent planned to create an entirely new catalog to attract consumers.

Moderator’s Comment: Are catalogers that are expanding
into new product categories in step with consumers or are they losing their
focus?

While clearly not apples to apples, we thought this story
presented an interesting juxtaposition to yesterday’s piece on retailer’s trimming
inventory. [George
Anderson – Moderator]

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