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These owners are typically strong merchants with limited catalog marketing experience outside of their own companies. In other words, they have a keen sense of the products their customers need and want, but they don't usually have that same sense when it comes to catalog marketing principles. They started the business because they saw an unmet need in the marketplace. The business has grown and prospered because the catalog really "speaks" to the core customer. Without these key merchandising skills, a catalog company will never prosper and grow. New, unusual or exclusive products are what drive the business. But superior merchandising skills alone are not enough to take the business to the next level. To realize its full potential, the company needs to leverage its merchandising strengths by employing a range of more sophisticated catalog marketing techniques such as RFM and regression house file segmentation, advanced circulation planning, and square-inch analysis. The problem is the owner/lead merchant is often not aware of these techniques or how they will improve the company's long-term profitability. The company never achieves its full potential, and the owner may not even realize it. If you have a keen eye for selecting winning products, but you are not inclined to spend hours analyzing, developing, and implementing a mail plan, then adding marketing expertise to your merchandising talents may be all that is needed to get more out of your business than you ever though was possible.

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