Hammacher Schlemmer’s new look!

Who doesn’t love a great makeover story? You may remember that Hammacher Schlemmer was in the Cat-U Pub for a Catalog Critique with Neil Schuler from J. Schmid last year. It’s a year later and John Gagliardi and the very talented creative team at Hammacher have updated the catalog, reworked the pagination, created a stronger […]

On Amazon, Everyone is Already in the Cart

Search is a tremendous way to sell — your ad shows only to someone actively searching for what you sell, at the precise moment they’re searching for it. You can customize the ad to match their intent and pick the webpage their click lands on. They would be a fool not to buy, right? Turns […]

A note from the ACMA

The ACMA has consistently been a voice for catalogers and we support their mission. I’m passing on this recap of the ACMA luncheon from Hamilton Davison. It’s worth a read. Sarah Fletcher     Notes from the Chicago ACMA Luncheon: Among the many topics my co-presenter Alex Vogel and I addressed, I hope we adequately […]

Not saying “Thank You” cost Nordstom’s BIG money

This week the big news in Direct is that Nordstrom’s has had to cut it’s forcast because it cut it’s direct mail program. But the big takeaway isn’t that direct mail is awesome, though it is. The big takeaway is that saying “Thank you” to customers is one of the most powerful things a brand […]

What is the future of catalogs?

In 1998 I first heard that online was going to kill catalogs. Thirty years later they are still here, still relevant and gaining a younger audience. But as technology advances and retail evolves what will happen in 2025? I am thrilled that Kevin Hillstrom is also pondering this very thing and will be sharing his […]

Online shopping kind of sucks.

I’ve spent the last 30 years with a laser focus on how women shop and what we have now isn’t cutting it for women. The web was designed by engineers and coders who value speed and efficiency. They did a brilliant job, it’s fast and efficient, but if you actually like shopping, if you want […]

It’s that changeup time of year

I’m not really much of a baseball gal (Go Sox!) but the changeup I’m talking about is the cover changeup. Every year all good catalogers will take the results from the previous year and see which covers did the best. There is always the winner that works every time. A hero shot of the best […]

Pull up! Pull up! Behold the slide to irrelevance

A friend and colleague, Kristen Stetson, asked me recently if I knew someone at The Company Store. I don’t, but when you are done reading this please pass it on if you do. The disconnect Kristen saw a headboard that she liked in The Company Store catalog. She was looking for a headboard so this […]

The benefit of Travel Pajamas

The 3 rules of advertising are benefit, benefit, benefit When you want to increase sales of a product, the most important thing to do is determine the benefit. What is the product going to do for the customer? Most product copy focuses on the attributes, product specifications, what it does, what it’s made of, where it […]