A true story: This past Sunday I decided to order a Christmas gift for our friends Doris and David and another for my cousin Suzy — ideally the same gift for both, something foodie and festive. I went to the following Web sites: Swiss Colony, The Wisconsin Cheeseman, Hickory Farms, Red Cooper, Fortnum & Mason, Amazon.com, See’s Candies, Ghirardelli Chocolate Co., Jelly Belly, Mrs. Field’s Gifts, Figi’s, Dean & DeLuca, Cross Creek Groves, Godiva Chocolatier, and Harry & David. All were happy to take my order for two of the same item. I could not for the life of me figure out how to
Swiss Colony Inc.
While it’s widely known that hard-sell e-mails with product offers can be effective, at least one cataloger successfully focuses 80 percent of its e-mails on providing benefit-driven content, such as style guides and recipes, which isn’t directly sales-related. The e-mail campaigns that Monroe, Wis.-based multititle cataloger The Swiss Colony develops for 10 of its catalogs take more of a soft-sell approach that works. Aside from its namesake food gifts catalog, Swiss Colony's catalogs include Seventh Avenue (home furnishings, clothing, jewelry), Midnight Velvet (budget jewelry and gifts), The Tender Filet (gourmet foods) and Ashro (Afro-centric women’s apparel), among others. Designed to develop good relationships between Swiss
Catalogers’ Updates Acquisitions • ARAMARK, parent company of safety equipment and apparel catalog Galls, was acquired in August by an investor group led by ARAMARK CEO Joseph Neubauer. The deal, valued at $8.3 billion, is expected to close in late 2006 or early 2007. • Multititle cataloger Swiss Colony in August acquired Ashro Lifestyles, an apparel and accessories catalog catering to African American women. Terms of the transaction were not disclosed. • Multititle cataloger Spiegel Brands acquired in September Carabella Corp., parent company of swimsuit and evening wear catalogs Carabella and A.B. Lambdin. The acquisition adds the two brands to the growing number of catalog titles owned by