CATALOG HAS HIGH RESPONSE
By Adnews Staff
The Best Catalog Company of Toronto says that Canada provides good pickings for companies selling by catalogue. "The general read on the Canadian mail order market by U.S. mailers and Canadian manufacturers and retailers has been pretty poor. I think our results will serve to dispel the myth," says Best Catalog president Barbara Canning Brown. Overall response rate for the first catalogue sent out by her company is 20% greater than expected, and the average order value is 30% higher than anticipated. Called The Hampshire Collection, the upscale catalog was mailed out in October to 250,000 households. Companies selling their wares in the catalog include White Rose, Lillian Vernon and Bowring. Best Catalog was launched this year by Canning Brown, a 20-year veteran of catalogue marketing.