1. Direct Mail Catalogues
Business Principles
Ray Morris-Hill Associates

2. Ray Morris-Hill Associates
Business Outline
STRATEGY
Target Customer
Merchandise
Fulfilment
Inventory
Circulation
Catalogue Production
Ray Morris-Hill Associates

3. Ray Morris-Hill Associates
Target Customer
Who are they?
Where do they live?
What and where do they buy?
What do they read?
How can I get their name and address?
Ray Morris-Hill Associates

4. Ray Morris-Hill Associates
Merchandise
Why would they buy this item, from me, by mail order?
Ranges and Items
Price Points
Space Considerations
Fulfilment Considerations
Ray Morris-Hill Associates

5. Ray Morris-Hill Associates
Inventory
Too little - wasted selling opportunity and customer dissatisfaction
Too much - terminal stock issues
Back orders
Stock management
Ray Morris-Hill Associates

6. Ray Morris-Hill Associates
Catalogue Production
Design/Personality
Photography
Copy
Format
Pages
Sales Vs Image
Print & Paper
Order Form
Addressing
Data processing
Mailing and insertion
Ray Morris-Hill Associates

7. Ray Morris-Hill Associates
Circulation
Recruitment
House File
Lists
Advertising PR
Friends
Shop names
Other
Segmentation
Previous Buyers
Previous Enquirers
R s
Tactical activity
Ray Morris-Hill Associates

8. Ray Morris-Hill Associates
Fulfilment
Order Taking
Goods In
Picking
Packing
Despatch
Returns
Customer Service
Ray Morris-Hill Associates

9. Ray Morris-Hill Associates
Profit from Buyers
Loss from Prospecting
Net Profit
Fixed Costs
Ray Morris-Hill Associates

10. Ray Morris-Hill Associates
Conclusions
Customer/Merchandise Relationship is critical
Business must be carefully planned
Each business component must be considered
Resource requirements must be forecast, particularly cash
Long term perspective is required
Ray Morris-Hill Associates