Cover Story: Child's Play
The company is publishing several catalogs this year and next. The May 15 catalog is its core, evergreen catalog featuring its most popular products with general information about giggle, including how it selects its products (they must meet four or more of giggle's 10 criteria: tested, good value, healthy, easy/simple, portable, multistage, space-saving, baby basics, innovative and responsible). Then, giggle will launch a fall catalog to hit in-home Sept. 15, another holiday mailer to hit Nov. 1 and a spring catalog in April of next year. The main catalog is available online, and will be joined by an ongoing catalog later this year to focus solely on its Better Basics line.
Catalogs ultimately help giggle acquire customers.
"I don't believe the web, as important as it is, is a great place to acquire customers because online shoppers are generally seeking either the lowest price for products or specific products," Wing says. "Catalogs, on the other hand, allow us to uniquely tell our story in a tight package, go out to lift on a basis that goes beyond purchase terms and go after channels beyond traditional mailings. All of this ultimately helps us acquire customers."
giggle's catalogs are mailed to names on its house list, which is seeded via data from its stores, online channels and giggle's relationships with third parties, such as magazines. In general, giggle uses its catalogs to drive business to its website and stores.
To track who's using its catalogs in each channel, giggle encourages its customers to identify their source. Customers who buy online from its current catalog, for example, can receive free shipping on orders more than $75 through July 31 if they add the source code to their orders. Traditional matchback analyses lets giggle track these orders.