SCOTTS & CO Anthea Turner with Jeff Taylor, Scotts & Co
Scotts & Co operates a family of brands specialising in quality ranges of homewares, gifts, gardening products, gadgets, seasonal apparel, and health related problem solvers – primarily for the mature market. A previous winner in the Direct Commerce Awards, this time it scooped the award for Campaign, Partnership & Channel Mastery: Catalogue, Creative & Production sponsored by Citipost*.
SPONSORED BY:
Te Scotts & Co brands are each skilfully honed and designed to appeal to the more mature customer. Scotts of Stow, its leading brand, has been joined by Aston & Rose, Bloom, Te Garden Fragrance Company, Gift Discoveries, Te Traditional Garden Supply Company, and Viva Vitality … each of which showcases a carefully curated product range, developed and sourced by its talented inhouse team.
Scotts & Co, which is celebrating 30 years in business, leverages the power of frequent mailed catalogue editions to drive sales, with each edition carefully targeted and designed for maximum impact. Te creative treatment, with clear photography and convincing conversational copy, encourages page turning, with many recipients returning to look through their copies time and time again. In these days where digital communication channels have all but taken over from print media, well targeted catalogues are increasingly appreciated by customers. Whilst a growing number of its customers order online and peruse its websites, the Scotts team acknowledges that a significant proportion is driven online by the receipt of a mailed catalogue.
Over the course of 2021, the Scotts team tested a range of formats and papers as well as cover treatments. Less common these days, it uses a bound in order form in its full size 148pp seasonal editions as it has found that many of its older customers prefer to complete a form which spells out how to order and what information is needed, before either going online or picking up the ‘phone to place their order. Te business offers telephone access 7 days a week between 8am-10pm for those who prefer to talk to a real person.
Scotts & Co has also encouraged many other marketers to use the print medium to promote their products and services via its Mailtrain insert carrying service. Tis enables participants to reach targeted segments of the extensive Scotts & Co group database at a very economic rate.
* the other joint winner of this category was Lamberts Healthcare (see P28)
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Despite rising paper and print costs in 2021, Scotts continued to produce and mail catalogues profitably in volume.
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