Letter: Mollo Rule of Forecasting Is a Recipe for Disaster

Share this article:
Though your article ("Strategic Building Blocks for Merchandising Success," Aug. 8) generally serves as a nice introduction to merchandising, the part about forecasting, especially the Mollo Rule of Forecasting, is a recipe for disaster.


Admittedly, not every item should be forecast the same way (generally, new or expensive items do better early on than they will for the balance of the catalog cycle), but to treat every item as if it can be restocked in 60 seconds would qualify for King's Rule for Failure.


With most merchandise being made in the Orient and having a 75- to 105-day delivery cycle, forecasting must be done as early as possible or refunds and back orders will kill you.


Bob King, Director of Marketing, National Motor Museum Mint


bob@motormint.com


Share this article:

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Opinions

The One-to-One Future Is Now

The One-to-One Future Is Now

Editor-in-Chief Ginger Conlon offers her take on what it means to make an impact on the marketing industry.

Leading by (Poor) Example: Answers

Leading by (Poor) Example: Answers

The VP of marketing has been a little lax in his definition of the term "business expense" and it shows. See how our readers would handle this thorny situation.

Attention Marketing Consultants: Protect Yourselves

Attention Marketing Consultants: Protect Yourselves

A lot can go wrong when you're a marketing consultant—but there are plenty of ways to safeguard yourself if you're smart about it.