The following is the list of topics that need to be addressed along with the time normally spent on each aspect of the review.  (The timeframes given are typical examples.  Depending on your business model and number of catalogs, the timeline may defer. 

A. On-site: Explanation of current program status including:

• Introduction to marketing / operational team
• Company mission statement, philosophy, overall objectives
• Current mailing schedule vs. last year and prior if available
• Review of current and past catalogs
• Overview of past and present sales, growth, and customer acquisition success
• Overview of program marketing and operational costs (P&Ls if available)
• A review of problems/issues and primary points of concern

Time required: TBD based on business model / size

B. On-site: Examination of data captured during order entry and catalog request entry, and other marketing, merchandising and sales information from the operating system including:

• Assessment of data entry and data capture capabilities
• Review all reports, their sources and uses
• Review all details known about customer base such as demographics, etc.

Time required: TBD based on business model / size

C. On-site: Examination of marketing strategies, programs and activities:

• Current customer acquisition strategy vs. last year (review results vs. goals) (past years)
• Review current and past circulation plans, customer acquisition, mailing and merge-purge strategies
• Review current and past catalog request generation plan and strategy
• Review house file make up with particular emphasis on number of 1-time buyers and complete review of RFM and/or other segmentation and or modeling techniques being used in order to:
• Evaluate current need for reactivation and/or development of retention plan
• Evaluate single vs. multi-purchase customers and design appropriate re-mail strategy, etc.

Time required: TBD based on availability of reports and issues identified that require more in-depth exploration

D. On-site: Examination of merchandising and supporting fulfillment operations strategies and activities including:

• Merchandise changes and or merchandise philosophy
• Average units and average order values and response rates
• Assessment of backorder situation, lost sales and other data capture information
• Assessment of current fulfillment turn around times, pick/pack issues, etc.

Time required: TBD based on business model / size

E. On-site: Examination of operational systems, procedures and activities that have an impact on customer service

• Review internal operations reports including receiving, quality assurance, inventory control, replenishment and picking, packing and shipping
• Review merchandise returns and backorder reports
• Review call center customer reports
• Review call center monitoring reports
• Review any customer satisfaction surveys and other direct customer feedback on service and merchandise.

Time required: TBD depending on the number and availability of reports and issues identified that require more in depth exploration.

Examination of catalog / eCommerce Site performance – marketing, merchandise, creative, circulation and competitive analysis

• Review marketing and characteristics, including:
• Branding
• Positioning in marketplace
• Selling proposition
• Presentation and effectiveness of essential customer information: ease of ordering, guarantees, customer services
• Offer assessment
• Review of creative, including:
• Overall visual presentation: layout, design, photography, propping, use of models, etc.
• Design features
• Copy and copy tone: effectiveness, features and benefits
• Merchandising analysis, including:
• Evaluation of merchandising concept and mix
• Merchandise organization
• Pagination and navigation
• Category analysis
• Pricing analysis
• Space analysis – square inch analysis
• Space utilization
• Profitability and revenue contribution analysis
• Circulation analysis, including:
• Front end catalog request lead generation
• Circulation plan
• Mailing activity analysis (email and direct mail)
• Review of competitive catalogs and eCommerce sites in the same category – performance trends for those catalogs