Catalog Design

The Economics of Mailing a Catalog vs. Postcard
February 22, 2017 at 11:14 am

To compare the economics of mailing a catalog vs. mailing a postcard or direct mail piece, you need to compare the cost of mailing, the different response rates, the breakeven and the profitability of the different formats. Catalogs would cost between 50 cents and 80 cents in the mail with the cost of printing, paper,…

Road Runner Focuses on the Fit
February 21, 2017 at 8:04 am

To compare the economics of mailing a catalog vs. mailing a postcard or direct mail piece, you need to compare the cost of mailing, the different response rates, the breakeven and the profitability of the different formats. Catalogs would cost between 50 cents and 80 cents in the mail with the cost of printing, paper, […]

A $120K Slumber Party and Other Luxury Gifts in Neiman Marcus’ 2016 Christmas Book
October 20, 2016 at 11:13 am

Each year, Neiman Marcus offers up the most luxurious — and outrageous — items in its Christmas Book catalog. The 2016 version of the catalog will be the 90th edition to show off the world’s most expensive and sought-after items. Some of the offerings include: Cobalt Valkyrie-X Private Plane for $1.5 million His and Hers…

How Catalogers are Utilizing Influencers
March 14, 2016 at 10:00 am

Don’t call it a comeback — catalogs have been here for years. But recently, brands are going back to catalogs to help breathe new life into their brand and attract a new millennial audience. But how are brands mixing it up? By using influencers. Stacy DeBroff, founder and CEO of Influence Central, shared at at…

Wayfair Launches Catalog Shopping
March 1, 2016 at 11:43 am

Wayfair, the online retailer that wants to revolutionize how people buy sofas and other home goods, took a more traditional step Monday, unveiling an old-fashioned paper catalog that will soon land in mailboxes. The Boston-based retailer said the 92-page catalog will help heighten brand awareness, while showcasing nearly 800 items, a tiny percentage of the…

My Favorite Christmas Catalogs of 2015
December 23, 2015 at 10:03 am

There are plenty of Christmas catalogs in the mail this year — some great, some just OK, some forgettable. Here are my faves for 2015: The Folio Society "Christmas 2015 Collection" An impressive package in a large envelope with letter, three inserts and two catalogs (one just of children’s gift books). This high-end U.K. book…

Getting the Most From Your Catalog Tests
November 25, 2015 at 2:22 pm

PATIENT: “Doc, we do tests, but I don't feel that we learn much from them. What are we doing wrong? What should we change?” CATALOG DOCTOR: "Try building your tests differently to get clearer, more actionable results. Here are some tips for what to do, and what not to do.” Optimizing an Offer Test The goal:…

Forget Playing With Toys: Kids Can Play With the Catalog
October 28, 2015 at 11:11 am

Get out your crayons and mobile phones. The Toys"R"Us holiday catalog drops this week. At 96 pages, "The Great Big Toys"R"Us Book of Awesome" is its biggest issue ever and includes interactive elements for the first time. "The Big Book, as we call it internally, is done every year, but this is a significant revamp of…

When You Need to Cut Even Deeper
October 22, 2015 at 10:01 am

PATIENT: “Doc, I really need to cut catalog program costs again, but without impacting sales. We've already done the standard things like lighter paper, fewer pages, operational efficiencies, and so on. What's left?” CATALOG DOCTOR: “You've done well so far. What's left isn't as easy as the standard cuts. Most require study and elbow grease.…