Chronicles Put the Rooster Tile Near the Chicken Towel
When Elise found new products, she featured them on the first spread to grab those customers' attention and excite interest in the latest catalog.
Does "new" matter to your customers? If your product line is like Elise's, probably yes. Yes, too, if you sell fashion merchandise. And yes when your customers get a lot of your mailings. A fresh catalog featuring new products on pages 2 and 3 is a good way to get customers to say, "I'll look at this," instead of heading for the trash can.
No Products Whatsoever
If the first spread is such a revenue-producing spot for new or best-selling products, why do some catalogs show no products there?
George's company had developed a unique product line, but as his catalog gained prominence, cheap knock-off catalogs appeared, cutting into his sales. But George's products truly were better than the knockoffs. Better materials, more benefit-laden features, hand-crafted quality. His service was better, too. He wanted to tell that story.
He told it on pages 2 and 3 — and it worked. It beat the control every time. The story version of his catalog became the control that was mailed to prospects, lapsed customers and at least once a year to loyal customers just to keep in touch.
George had a sales-increasing story to tell. Do you? Maybe you've just switched all standard shipping to second day. Or all your products are organic, or you've lowered prices. When you have an important story to tell, one that may make customers say, "Wow, I should order," put it on pages 2 and 3.
Form or Function?
What's the best way to organize products on your inside pages? Is it by function (e.g., bathroom items together), or like Elise's catalog, all the Renaissance-style products regardless of function?