VWR International: Synergy in Action

Throughout the catalog, cross-references (example below) are placed to encourage shoppers to move around the book. They suggest related products and services.

Of the more than 46,000 SKUs represented in the catalog, about 10,000 are VWR’s own branded products. For example, virtually all thermometers are branded by VWR or made for them. Not only is a special catalog produced that’s devoted to these house-brand products, but many of these items appear throughout the book in an effort to cross-sell.