Sample briefings
These pages show how a conversion chart sits beside an assortment note. Names of shops are withheld. The categories are real enough to be useful.
A home catalogue changed the first photograph on six dining sets from a styled patio to a warehouse pack shot. Conversion on those listings fell the same week. The briefing compared visit counts, add-to-basket, and the previous year’s spring window, then recommended restoring lifestyle photography for sets above £400 while keeping pack shots on entry lines.
Sell-through looked weak until the report split orders by size. 12 and 14 converted; the buy was heavy in 8 and 18. The briefing did not recommend a markdown on the whole line. It recommended a size-level chase and a hold on further 8s.
The category grid showed colour first and width second, so wide fittings sat on page three. Parents who needed width left after the first scroll. Reordering tiles by fitting, then colour, lifted add-to-basket on wide options without changing the buy.
Start with the category merchandising review if the live grid is the problem. Start with a seasonal briefing if range freeze is the date that matters. Enquire with the category name and a rough SKU count; we reply within two working days.