Richard Jacobsohn

By Noelle Buoncristiano Problem: Alsto's wanted to change the focus of its catalog to more effectively display its products and increase sales. Solution: It hired a creative agency to redesign the catalog. Results: The sales increase has been in the double digits; average order value is up more than 10 percent; and returns have been reduced. Until 2000, Alsto's catalog was regarded as a "handy helper," comprised of practical tools and directed mainly toward men. Over the years, various agencies tried their hands at producing the catalog for Alsto's. But consumer interest wasn't growing, so Richard Jacobsohn, managing consultant at Alsto's, along