Best Catalogue makeover – The Malcolm Greenleaf Award
Sponsored by The Original Gift Company
Company in 2001. Since then, save for a few tweaks to the creative and the layout, the catalogue has maintained the same look and feel. In 2010, with the gift market more competitive than it’s ever been, The Original Gift Company decided it was time to update not only its design, but also its product offering.
C Christmas Preview 2010
To make its products sing off the page, the company introduced a brighter, higher quality paper and increased its use of strategically placed white space for a change of pace. To offset the costs of a higher paper grade, the catalogue’s size was trimmed optimising its postage costs.
What the judges said “Still one of the few catalogue companies to fully embrace the benefits of personalisation to increase sales.” Paul Busby
In their own words... “It has been a team effort from lots of parts of the business, so it’s a great achievement for everyone.” Rachel Davies
The products themselves were also given a refresh, with some embroidered motifs updated and the number of products offering free personalisation increased by 25 percent. In fact, personalisation played a key part in this makeover; previously all personalised items were placed at the
reated in Christmas 1997 as Scotts of Stow Gift Collection, the brand was renamed The Original Gift
beginning of the catalogue as a collection. For the Christmas 2010 season, however, the personalised items were used throughout the book grouping them under different themes, such as personalised gifts for foodies, or personalised travelling accessories. This meant that The Original Gift Company was able to spread its best- selling and unique gifts across the entire catalogue. In addition, The Original Gift Company introduced more promotional offers, such as 3-for-2 bundles, or gifts for under £10. It was also decided that The Original Gift Company stop selling homewares from other titles in the Scotts & Co family and concentrate only on gifts.
Of course, any catalogue makeover is only successful if it achieves its commercial aims. Realising that customers want a more promotional and value-for-money offering and meeting those needs through a clearer and brighter catalogue helped The Original Gift Company achieve a 29 percent rise in profitability across the season.
The Original Gift Company’s pearl of wisdom for 2011 “Catalogue retailers need to be careful this year; 2011 is not going to be a year for mailing deep to prospect files. The focus needs to be on delivering better value and service to existing customers.”
Pictured (l-r): Nikki Bhogal, Rachel Davies, Julie Williams (BBC), Nigel Swabey, Allie Oldham, Dermot Murnaghan
ecmod DIRECT COMMERCE YEAR BOOK 2011 39
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