Article Abstract:
Crutchfield discovered in two tests it conducted in late 2000 that the catalog's cover is just as important as is body, and it cannot be obscured by any covering. In October, Crutchfield tested an eight-page wraparound on supplement catalogs. The cataloger mailed 50,000 books with the wraparound and 50,000 without. The book with the wraparound did generate slightly more sales. In an another test in November, Crutchfield confirmed that the value of an unobstructed cover when it mailed 10,000 thank-you letters to its best customers.
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Article Abstract:
The Wine Enthusiast will launch a reveamped Web site in Mar 2001, that will feature new navigation methods and an automated shopping advice service. The company targets well-educated, affluent customers with items such as customized wine cellars and high-end crystal wineglasses. the revamp is aimed at providing a more attractive site and easier navigation. The wineenthusiast.com will also provide more content and will have better integration with The Wine Enthusiast online magazine at www.winemag.com.
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Article Abstract:
Gold Violin will launch the distribution of 25,000 Welcome Kits to senior living communities nationwide. The cataloger has entered partnership agreements with Quaker Oats, Procter and Gamble, L'Oreal cosmetics and nine other companies to create the gift boxes. Gold Violin targets two audiences: baby boomers with annual incoomes of more than $50,000 buying on behalf of their aging parents and senior citizens with annual household incomes of $30,000 or more. The Welcome Kit is directe only at seniors.
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