Five Ways to Bring Your Catalog/Multichannel Business in Tune With 2008
This comes into play especially on the Web where people have far less patience. Cut to the chase. Spit it out. Show the benefits. Move on to the next product.
4. Is it all about the merchandise?
Oh yeah, sure. But where can you really find unique merchandise these days? You sure won’t find much on your sourcing excursions to China. Everybody’s been there, bought that.
So I feel that for catalog/multichannel merchants, it’s more about how you present and package the merchandise. This is certainly nothing new, but it’s become more important year after year. Consider this non-direct marketing example if you will:
Take the case of Brighton Jewelry, a 17-year-old retail company that has steadily expanded to 6,000 stores around the country and is only now making a big name for itself. The company sells women’s accessories from head to toe in a manner designed to make women feel elegant and special not only while shopping (as well as husbands like myself while shopping for our wives), but after they walk out of the stores with their fancy gift bags, colorful tissue wrap and the like.
The merchandise is all feel-good with a touch of nostalgia thrown in for good measure. I bought my wife a necklace locket recently that she was dying to have. It’s the kind your grandmother used to wear that you could open up and find a tiny sepia photo of your great grandfather inside. It’s not terribly expensive and hardly original. But it’s all packaged along with other feel-good items inside the little boxy mall stores that entice you to go in and explore.
Brighton doesn’t have a catalog business, and I don’t believe it even hosts a Web site. I Googled it and couldn’t find its own Web site. But what I did find was a couple of Brighton blogs and bulletin boards of women sharing accessorizing ideas with one another, which says a lot about this retailer’s following.