A home decor brand's February catalog. Every spread measured.
We took a real catalog, connected it to order data and a mailing list, and ran our attribution engine. Here's what we found: a 4.6x revenue gap between the best and worst performing spreads.
The 4.6x Gap
Pages 4–5 (Seating + Accessories) generate $7,240 per thousand mailed. Pages 8–9 (Rugs) generate $1,580. Same print cost, same postage, 4.6x difference in return. This is the kind of insight that changes how you build your next catalog.
Revenue broken into three attribution buckets, with conversion and efficiency metrics. Sorted by revenue per thousand mailed.
| Spread | Featured | Variant | Halo | Total | Conv. | RPM |
|---|---|---|---|---|---|---|
|
Seating + Living Accessories
|
$282K | $168K | $100K | $550K | 1.42% | $7,240 |
|
Slipcovered Seating + Decor
|
$215K | $130K | $73K | $418K | 1.08% | $5,500 |
|
Dining Collection
|
$148K | $72K | $45K | $265K | 0.71% | $3,480 |
|
Rug Collection
|
$44K | $57K | $19K | $120K | 0.32% | $1,580 |
What the data says to do next
Every StyleBoard analysis comes with specific, actionable guidance for your next catalog.
Double down on Pages 4–5
Your highest performing spread combines hero seating with curated accessories (pillows, throws, lighting). The mix of high AOV anchors and impulse add ons drives both direct revenue and variant purchases. Consider replicating this layout structure in other category sections.
Expand the slipcovered seating story
Pages 6–7 perform well but have fewer products than Pages 4–5. There's room to add complementary items (side tables, lamps, pillows) that could lift variant and halo revenue closer to the Pages 4–5 benchmark.
Rethink the rug spread
Pages 8–9 have the most products (15) but the lowest RPM. Notably, variant revenue ($57K) exceeds featured ($44K), meaning customers browse the category but buy different rugs. Consider a curated half page selection instead of a full spread.
Test dining placement
Pages 10–11 sit at the back. Dining converts at 0.71% but has fewer products. Test moving the dining spread earlier in the book where engagement is typically higher, and measure whether position affects conversion.
One order. Multiple channels. Who gets credit?
A customer receives a catalog on Monday and an email on Wednesday. They buy on Friday. Standard matchback gives full credit to the catalog. The email platform claims the same order. Total attributed revenue exceeds actual revenue.
How StyleBoard Solves This
- Total attributed revenue never exceeds actual store revenue
- Each order fairly credited across channels, no double counting
- Catalog and email measured together, not in separate silos
- Revenue attributed at the spread level, not just campaign level
- Results delivered in days, while insights are still actionable
- Includes offline channels like catalog and direct mail, not just digital
See what your catalog is actually doing.
We connect your catalog to your sales data and show you exactly which spreads earn their keep.
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