Cataloger Spotlight: How My Twinn Uses Tiered Pricing to Encourage Early Holiday Doll Shoppers
The tiered pricing was announced to potential customers via the holiday catalogs, the Web site and e-newsletters. The first holiday catalogs will drop in mid-September and refer to the tiered price savings on the cover, Currie explains. They’ll likely use different verbiage in different catalogs to elicit response. For example, a copy of a 2006 holiday prospect catalog stated customers ordering by Nov. 6 could save $20 and referred them inside to the order form for full details. A 2006 holiday catalog to established customers, however, states, “Order early and save!” and refers buyers to the order form.
“The doll purchases are mostly made by prospects,” Currie says. “So our prospect mailing coordinates with the tiered pricing. We do the vast majority of our prospecting in mid-September.”
The company produces several versions of the holiday catalog with different types of covers for prospective customers “so they understand what the concept is,” Gilliland says.
She adds that the Web site, www.MyTwinn.com, is updated in early September with new products, outfits and accessories. It also outlines the tiered pricing offer to encourage early holiday shoppers.
That’s not to say phone lines and online carts went dormant after the deadline for the final pricing perk. Although tiered pricing boosted early orders, Gilliland and Currie say they were busy right up until late December.
“We were surprised last year by the number of people who waited and paid the $159,” Currie says. “That’s great from a bottom line; people were paying more than they would in September.”
Even with the rush, My Twinn was able to fulfill all the orders.
“We’re the big Christmas gift for most,” Currie notes. “It’s an, ‘Oh wow!’ kind of gift under the tree. You can’t mess up on that.”
Gail Kalinoski is a freelance writer based in Wappingers Falls, N.Y. You can reach her at email@example.com.