Analysis

Directions starts with the building of a database for each new catalog or flyer. In this database, all of the information specific to a catalog is collected for later analysis of sales. Captured here are the costs of producing the catalog, source codes used, the anticipated order response pattern, the inventory items for this catalog and the allocated square inches each item uses in a catalog. From this basic information, Directions will analyze your sales in a number of ways.

Source codes are a way of segmenting the names of your mailing lists; they allow you to track your orders by the origin of each list and type source. When it is time to rent names  for the next catalog, you will know which have paid off in the past with sales. The Source Code Response Analysis Report is representative of the reports available to help you make your list rental decisions.

Directions provides you with a means to project sales based on your past historical responses. You build into the system your normal order in, average order and response percentage. Directions can then project your sales before you drop the catalog. The Sales and Circulation Analysis Report shows projected sales by source code. Throughout the campaign, by continually making more accurate initial projections, every mailing can become more profitable than the last one.

Directions includes a group of reports that are invaluable in catalog planning and sales analysis. It captures the total costs of sales for each item -- including the amount of space you have devoted to each item in the catalog. Directions can show you the profitability of every item; you decide how much space to give am item or to change it's placement in your next catalog. Directions analyzes the page and square inch placements of your catalog in terms of gross sales and profit, sales per square inch, product group and page number. At last you will have tools to help you evaluate your catalogs -- which pages sell best for you -- which items you should repeat -- or whether larger pictures make a difference to your customer. You have always known the most profitable pages in your catalog, now you will have proof of the winners and losers in profitability (and maybe some surprises.)

This same item analysis is available for your website.  Items are analyzed based on placement.  Items are tracked as specials offered on the same page or a category  page.  Sales are tracked based on the page group that the item is displayed and the sequence (how close to the top of the page) of an item on a page.  An item can also be tracked if it is purchases as an  item related to a primary item.

The Composite Catalog Projection Report can show you how all of your catalogs for a year combine to give you a total projected annual sales picture. You will see how they overlap  and it will help you with cash-flow planning.