Page Count Optimization
Hidden costs affects everything a marketer does when trying to sell more to customers.
Adding pages to a direct marketing catalog offer looks inexpensive on the surface — a small, incremental cost of paper and ink for each additional page. However, the products filling those additional pages impose additional costs that, if not accounted for, can lead to expansion of an offer in ways that do not generate incremental profit. When additional catalog pages are added to the offer, three things are certain:
- Sales will increase, on average.
- Sales on page N+1 will cannibalize the sales from pages 1 through N.
- Crossing thresholds for step costs can sneak up on you.
IMS’ proprietary demand model.
In partnering with the data science team at IMS, analytical tools will properly identify these hidden costs, and ensure each page in your offer is judged on the incremental value it adds to the assortment.
Our proprietary demand model uses historical page count and performance data to project demand beyond the last page of the book; this ensures you won’t sell yourself short when optimizing page counts.
This critical model has omni-channel applicability; it considers both online and offline sales to ensure we have the optimal number of pages to maximize both print and web channels.