Catalogs are our face forward to the world, our sales force in customers’ mailboxes. Every choice we make in catalog design has an effect on sales, for good or ill. Improving catalog design isn’t simply a matter of aesthetics; it’s a matter of profits. In preparation for this month’s Let’s Grow, I reviewed several dozen gardening […]

Two years ago, we published information on two different marketing studies conducted by MIT researchers.The first, published in the Summer 2005 issue of Let’s Grow, reported on the lingering impact on profitability of being out of stock of a particular item – and how the reason given to the customer significantly impacts future sales. The second, […]

With postage costs about to skyrocket, it’s more important than ever to make your mailings as efficient as possible. To take the sting out of the impending rate hike, take a close look at these five areas: Segment and Model. According to a 2003 study by the Mailorder Gardening Association, a startling number of members […]

Tips for Helping Your Customers Through the Decision Process Like every other gardener, I’ve been spending cold winter weekends surrounded by catalogs, dreaming of spring and planning my garden. It’s been interesting to note my own buying process. Some catalogs make it incredibly easy to buy. Their presentation simplifies the process of narrowing the list […]