News
Watch out for the Christopher Ward magazine
Christopher Ward, a manufacturer/marketer of fine watches, has switched to a new format for its catalogue with the aim of increasing conversion ratios and reducing its cost- per-action (CPA) spend. The autumn/ winter 2010 edition has been renamed the Christopher Ward Magazine and features, amongst other things, news on the latest additions to the range, articles on horology, an infographic about the workings of a Christopher Ward watch, and a “style watch” section. The introduction of a magazine, says cofounder and director Mike France,
“brings the brand to life in an entertaining and informing way, rather than [using] the traditional catalogue approach which can be a
Government reveals Royal Mail privatisation plans
The government has unveiled its Postal Services Bill, outlining its plans for the privatisation of Royal Mail. The Bill, which is set to be scrutinised and debated by parliament in the coming months, proposes that at least 10 percent of the shares in a privatised Royal Mail will go to its employees. In addition, Royal Mail will be relieved of its pension deficit by the government. With regards to the requirements of the universal postal service—collection and delivery of post six days a week at uniform, affordable prices— the government says it has no intention of downgrading them and has written the requirements into the Bill. In addition, the Bill will transfer Postcomm’s regulatory responsibility to Ofcom, the communications regulator. Royal Mail welcomed the bill, with chief
executive Moya Greene commenting that Royal Mail was “committed to making modernisation work”. The Communication Workers Union, on the other hand, has criticised the government’s “obsession with privatisation”. It claims that a privatised company will be “interested in the bottom line, not the communities served by Royal Mail”.
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more arid dialogue, even when done well.” The in-house Christopher Ward team,
together with external design and editing support, put together the new magalogue. The company also engaged freelance journalists for some of the feature articles. While it is sending the new format to
customers and prospects, Christopher Ward has no plans to insert the magalogue into magazines or newspapers for additional distribution. However, it has published a digital edition
on its website, “which is proving extremely popular”, says France. “It’s early days,” he adds, “but the initial response has been excellent both critically and financially.”
Philip Morris moves into print
Homewares and country apparel retailer Philip Morris & Son has launched its first- ever mail order catalogue to complement the success of its online store and extend its reach across the UK. The 24-page catalogue, which features Barbour, Musto, Le Chameau, and Hunter-branded items, will be distributed nationally through specialist country publications, as well as to existing mail order customers. The business also plans to extend the catalogue’s range to offer gardening, hardware and other domestic goods in the future. The catalogue was created by Philip
Morris & Son together with its suppliers and Herefordshire-based design agency The Naked Creative. Philip Morris & Son received backing for the catalogue from Herefordshire Council, which part-funded the initiative through the Business Booster Grant Scheme.
Financials
Miniatures cataloguer Dolls House Emporium has announced EBIT of 8 percent on £4.15 million turnover for the fiscal year ending June 2010. This “impressive improvement” says managing director Jackie Lee, has been achieved by improved marketing selections, reduced print and mailing costs and keeping overheads under control. She adds, “we now need to focus on increasing sales to return to the 14 percent EBIT we have enjoyed in the past.”
Catalogue e-business
www.catalog-biz.com
Apparel retailer White Stuff has had a strong year with turnover up 43 percent to £83.7 million (unaudited) and EBITDA up 38 percent to £18.4 million. In the year ended 1st May 2010, sales in White Stuff’s home shopping division more than doubled to £8.9 million.
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