Many of you responded to my posting two weeks ago on how well the Cabela’s Women’s catalog utilizes web drivers (click here). The concept of incorporating on-page web-drivers – that are more than a simple listing of the company’s URL – to generate additional sales beyond the pages of the catalog is getting more attention.
I got the sense from several readers that they thought on-page web-drivers were OK for a mid-ticket offer like Cabela’s, but they would not work in a more upscale catalog. But then again, this is no different from anything new that comes along – everyone always believes that their customer is different, unique, better, more discriminating, etc., and that this new idea – whatever idea it is – won’t work for their catalog.
Therefore, I want to share an example of a catalog doing an equally good job to Cabela’s – but in the home furnishings arena, and one which I certainly consider more upscale. The Pottery Barn Kids Summer 2013 catalog is 128 pages, and has a reported $170 average order – which makes it high-end in my book. On about every fifth spread, there is a call out to visit the Pottery Barns Kids website to see a larger assortment for products.
First, there are not so many of these callouts that they take away from the product for sale on page. But there are enough that even the casual browser will notice them.
Second, the callouts draw attention to both core items in the catalog (35 more full nurseries) as well non-core items (Star Wars towels). Pottery Barn Kids has effectively reduced the size of the catalog by 35 pages, by moving those additional nurseries online. Will everyone go online to see them? – no, of course not. But the buyers already motivated to purchase a nursery will.
Does this work? Well, Pottery Barn is not a Datamann client, so I don’t have direct insight into their performance. But this is the fourth year they have been doing this, and the number of and diversity of, web-driver callouts they use continues to expand. The marketing folks at Williams-Somona/Pottery Barn are pretty sharp, and would not keep doing this if there was no positive gain.
Why is this important? We can’t all be Restoration Hardware and mail 1,500 pages of catalog to prospects. The rest of us have to be selective, mail fewer pages, but sell more products. Pottery Barn Kids does a great job of this. Study what they do, learn from them, emulate them.
But remember – web-drivers to drive more online sales only work when you have a strong website, and equally strong products on the website as you do in your catalog.
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by Bill LaPierre
VP – Business Intelligence and Analytics
Datamann – 802-295-6600 x235