Direct to Consumer Consulting for Ecommerce & Catalog
We lead D2C companies in the development and achievement of their merchandise strategies through better product positioning—the Art and Science—that reinforces the brand. It all starts with sound research and evolves into the selection of the product assortment and pricing that sells and that’s why—
It’s All About the Stuff
Together with you, we help to integrate your merchandising, branding and strategic efforts across your entire company and all platforms. Helping to breakdown silos and build a total team.
Strategy & Planning
Strategic Planning
Every company needs an action plan—a Strategic Plan—to survive and be profitable. A plan that answers all the whats, whys, whos, whens, and hows of reaching the objectives. With today’s lean/mean staffing, most companies do not have the resources to develop their plan. We are here to support you.
Merchandise SWOT Analysis
We believe what defines your company is your merchandise; the offerings, pricing and uniqueness. A Merchandise SWOT analysis of your Strengths, Weaknesses, Opportunities, and Threats is the key to success. We’ll guide you in the SWOT analysis and developing your Smart Goals.
Smart Goals
Based on the SWOT analysis we’ll guide you in setting Smart Goals.
Strategic—defined by your business goals/objectives
Measurable—setting KPIs to evaluate company’s performance
Attainable—within your company’s abilities and resources
Relevant—to your company and staff’s capabilities
Time-bound—keeps team focused on your goals
Kathleen Schultz Marketing will ensure your planning is both Strategic and Structured, based on your SWOT analysis that will develop your Smart Goals.
If you always do what you always did, you’ll always get what you always got.
Without a STRATEGY a company’s goals are just a dream. Your Plan is your roadmap to success and it needs to be based on first a SWOT analysis and second the development of Smart Goals.
Implementation management
Leadership
We provide the leadership to develop winning Strategies and the Implementation of your USP, the merchandise Art & Science for you, and your staff’s collaboration.
USP
Your Unique Selling Proposition is your merchandise—the selection, assortment, pricing, and presentation. Defining your USP is the first step in the development of plans that will reach your goals.
Art & Science
Choosing the “right” product for your customer is part Art and part Science. The Art is in the assortment, pricing and presentation. The Science is the analysis of your sales results, your customer base, your competition and market trends.
Collaboration
Without collaboration and buy-in between the stakeholders the best of plans is doomed to failure. We work with your staff to eliminate any departmental “silos.”
Even the best Strategy is useless if it’s not properly IMPLEMENTED. Too often a company will spend time and resources to develop its plans and then put them on a shelf. We’re here to help implement your growth plans.
If you can’t measure it, you can’t manage it. If you can’t manage it, you can’t improve it.
Execution
Results Oriented Solutions
Your success depends on the right solutions to the challenges you face. Thus, your plan must include answers to solve both short and long-term concerns.
Structured Planning Process
We guide your planning process to ensure that your plan is based on sound analysis and your resources.
Integration
Your merchandise and inventory planning must be fully integrated with your brand, its image, and your resources to guarantee success.
Evaluate & Modify
After the results are in, we’ll provide unbiased evaluation using Direct to Consumer industry KPIs, analysis of your competition, and recommend modifications for your continued success.
Without strategy, execution is aimless. Without execution, strategy is useless.
In collaboration with you, we develop results-oriented solutions tailored to your company, customer, products and goals.
We become a part of your team to ensure that your goals, both growth and profitability, are achieved. How do we do this—
Listen / Analyze
We listen to understand your company, goals, products, performance, competition and resources. This information, combined with our extensive experience in the Direct to Consumer channels, guides us in assisting in the development of your plans.
Develop Strategies
Utilizing Industry Best Practices and our management and consulting experience, our analysis, and your input, we’ll support you and your staff in the development of strategies that will help you reach your goals.
Execute Your Strategies
We engage your entire team in the implementation to ensure internal alignment and the success of your plan.
Evaluate / Modify
We’ll guide you in evaluating your results to ensure that the correct analysis is done and then show you where, what and how to modify your programs and merchandise, the offers and pricing to achieve your goals.
Cardinal Rules of Business
- Product is King/Queen. Never compromise quality for price.
- Almost Right Now is Better than Exactly Right Later.
- A Bad Decision is better than No Decision at all.
- Always tell the bad news First—never Last.
- Invest your time in Winners—not Losers
- Have Fun doing what you’re doing or find something else To Do!
Do 1st things FIRST and 2nd things NEVER!
“It’s All About the Stuff” Kathleen Schultz Marketing, the leading D2C merchandise consulting firm in the San Francisco Bay Area, advises its clients, based on their USP, in the development of their merchandise and business strategies that supports their growth and profitability.
Kathleen Schultz
It’s All About the Stuff! That has been my motto since I first began my career as a merchant in New York. At the end of the day, the customer either buys or they don’t. Why? No matter how beautifully you present your merchandise, no matter where/how you advertise it, if you don’t have the right merchandise, at the right price and the right time, you’re likely to fail.
Picking, pricing and presenting the right merchandise requires knowledge of your categories and marketplace. Too often merchants select products they think the customer will love, frequently because they love it. But they don’t take the time to understand their customer, their competition and the market. That’s where I can help. With my years of merchandise, inventory management and Direct to Consumer Consulting for Ecommerce and Catalog experience, I will guide your company to profitability and growth.
My Career Path
I started my merchandise career in Lane Bryant’s catalog division and went on to work for some of the leading D2C companies. Including being VP of the women’s apparel category at Hanover House, VP of catalogs for I. Magnin, the west coast’s version of Bergdorf Goodman, and VP of D2C for Ethel M Chocolates, the gourmet division of Mars Foods. During my career, I successfully conceived, developed and launched three catalogs in different categories: men’s apparel, gifts and women’s plus size. As a consultant, I’ve guided companies from startups to $100,000,000+ in a wide range of categories: home furnishings, food, women’s apparel, floral, gifts, coffee and even promotional products.
As a recognized thought leader, I frequently address symposiums and industry events to provide my unique method of interpreting a company’s KPIs and marrying that to the Art and Science of Merchandise.
On a personal note, I feel it’s important to have interests that are outside my work. I have been president and board member for several organizations, including Women’s Networking Alliance, a women’s business owners group, Mended Hearts Oakland chapter, the leading national organization for heart patients and caregivers, and the Northern California Catalog Club.
I’d love to help your company succeed. So, Let’s Start Something!
Bill Dean
Throughout my career, I have been privileged to work for some of the largest retailers, starting with Sears, Roebuck & Co. when it was the industry giant, as well as start-ups. I’ve also worked in entrepreneurial firms and Fortune 500 companies in a senior executive capacity. This experience has provided me with insight into what works and what doesn’t.
During my corporate career, I was responsible for the marketing and merchandising functions at several companies, finishing as COO of a $100+ million-dollar men’s apparel firm. This, coupled with over 20+ years as a consultant to companies from start-ups to giants, in a wide range of product categories, has given me a perspective that few have. Moreover, during my time as a consultant, I’ve worked with investment firms, aiding them in advising on an investment or helping them rescue a company in their portfolio. Like my partner, Kathleen Schultz, I have worked in a wide variety of categories from apparel to food, from furnishings to floral.
I believe that 70% of success for a company is its product offerings. Whether it’s Amazon or the corner store. The key to success is knowing your merchandise strengths and weakness. In today’s world, few managers can find the time to figure out what needs to be done to be a winner as they’re buried in solving the day-to-day issues.
On a personal level, as a Cubs fan, one of my lifelong high points was watching them win the World Series in 2016. Couldn’t stop jumping up and down and screaming “they WON”. And I would like to help you be a winner as well.
our Clients
Artful Home
Belk Department Stores
Bella Bliss
Branders.com
Calyx & Corolla
Cognizant Softvision Suite
Cohere One
Commerce V3
Crosspoint Venture Partners
Duty Free Shops
Ethel M Chocolates
Fit for Commerce
Gevalia Kaffe
Intuit
Legendary Whitetails
Lett Direct, Inc
Loveless Café
Making It Big
Monastery Icons
Nautica
New Pig
Patrick James
Quadras Integrated
Silhouettes
Smith & Noble
Sun Capital Partners, Inc
Thoma Bravo, LLP
US School Supply
Winterthur Museum
Z Gallerie
Let's Start Something
We’re here to help. Want more info? Let’s talk.
Email: kathleen@KathleenSchultzMarketing.com
For a quicker response, call us:
949-689-3116