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Pajama problema

davestephans's picture

Pajama problema (post #51169)

Who decides what things go on each page of a catalog? Does it matter if it's the catalog artist, the merchandiser or a marketing man? Does it sometimes seem like the one making this decision alternates between parties that are responsible, also much like a poor Ping-Pong game?
My initiation to pagination arrived at American Express. Here the merchants not only determined exactly what is offered in the catalogue, but the density of the webpage, what went where and at what price. As this was in the days before product analysis, zero sales figures influenced product positioning; where they acquired was completely up to the retailers' instincts.
Based almost solely on aesthetics influenced by gut instinct, the things' arrangement and order entailed no apparent reasoning. One of those mysterious shenanigans was to concoct spreads themed in this way that individual goods tolerable, but did not compete, with each other - a significant element in successful pagination that had held true for decades.
Even today, with fantastic analytical tools in the beck and call of several, some catalogers erroneously put products in their books based entirely on aesthetics. When that happens, however, it's normally the art director who is doing the placement. Why? Most probably because some artist began the rumor that having free reign is the only way to receive a truly attractive catalog. After things are chosen to be conducted by the retailer or marketer, they are just handed off to the artist and he or she determines what happens where. This is kind of like allowing the home design design and construct your house to fit the furnishings.
Managers of sensibly run catalogs realize that earnings histories indicate the products that work best on a given page. They take into account the items' position and the quantity of space they take up on the page, the season they're very likely to be most popular, and even, in some cases, what the merchandise should be shown with.
All these catalogers use the results of their analytic instruments for well-thought-out pagination that's a team effort involving the retailer and the marketer, with all the marketer having the final say. The artist's sole part in product selection should come when the goods are handed off to the imaginative group. Here, enter any graphic issues that are observed is welcome and admired.
Don't let pagination Ping-Pong influence your catalog. Be cautious about who gets the last say on products to be revealed from the publication and where they'll be positioned. Though a merchant can have exactly the same tools and qualifications as a marketer, it's the marketer that generally has responsibility for profits and losses - so therefore, the marketer must make the final decision. In addition, the merchant, as the one who sourced the specific problem's things, can have underlying prejudices about a few of those products. Normally the marketer is significantly less biased.
What applications if you are working with during the pagination assembly? This is the time if you make the last selection of what's going to operate in the catalog. Prior to entering this meeting, the merchant and marketer should have reviewed:
Square-inch evaluation by cost point, category and, if available, place on the page.
Overall earnings, gross profit and net, by dollars and units.
Revenue by spread/page.
Returns/exchanges by thing.
Be conscious of any changes made from the demonstration of repeat items and the potential effect of those changes on earnings. Such changes may include a new photo, rewritten backup, cross-referencing, and fresh positioning on the webpage or elsewhere in the catalog. In addition, initial conclusions on the products chosen to operate should be assessed against aggressive data and any written product strategy.
The advertising individual will have access to this information and ought to know how much a catalogue page expenses. This info will make it easier to choose products. Those posts not deemed capable of generating enough to pay for their space will not run.
The pagination team reviews all information. The merchant presents all new items. Then the team members, with new item information fresh in their heads, move to agree or talk about the advised pick-ups as exhibited from the retailer.
Next, the marketer begins pagination. Goods are selected from samples or photographs. If tables, samples have been utilized to signify the spreads on which the objects will be put to symbolize their position in the publication. When photos, a wall grid representing the catalog spreads will hold photographs that are pinned in place.
All items are evaluated for their prospective earnings against the cost of the catalog, seasonal influences and mix of client vs. prospect. Then spreadsheets are composed.
Other pertinent info that could be used to guide the creative team: If using a cross-reference (a product description that includes the page number of a complementary product), has it improved sales? Does a specific version seem to help sell particular articles better than other models? Has new copy had a positive or negative effect?
Following the clocks are finished, they are assessed by the group, which decides, based on analysis of similar things, the position and size that's suggested for your item on the disperse. As an example, a best seller might be awarded the prime top right-hand corner, typically a top sales area, and a comparatively large area. These are guides for the art team only; they are not absolute. The size, density and position of each spread ought to be discussed while the merchandise is passed along to creative ping pong tables reviews.
Know before beginning pagination who should be accountable for Take advice, but let your marketer be the person who makes the final decisions and makes it possible to avoid the perils of pagination Ping-Pong.