Second Fingerhut test in the UK achieved double the expected response

Article Abstract:

Fingerhut reports that its second test of mail droppings in the UK generated a response rate that was double the firm's original projection. In May 1998, the cataloger sent out a second test of 95,000 catalogs in the region following the initial droppings of 80,000 books in October 1997. Because of the favorable results, the company is planning to launch 1.2 million books in the third quarter of 1998. Fingerhut ships its products from a US warehouse via the USPS' Global Package Link. The retailer bases much of its merchandising on credit offers and sees potential in UK as the firm's interest rates are more competitive that those of other catalogers.

United Kingdom, Direct Marketing, Fingerhut Companies Inc.

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Reader's Digest targets younger audience with Good Catalog

Article Abstract:

Reader's Digest plans to test in Canada its newly-acquired Good Catalog to determine whether to take the catalog to other foreign markets. The test will target young women in line with the company's aim to attract younger consumers. The company's existing infrastructure and database in Canada will make the testing easier. Good Catalog lists over 1,500 products ranging from home furnishings and decorative accents to health, fitness, garden, sports and electronic merchandise. Good Catalog mails 17 million books 32 times a year.

Canada, Geographic, Reader's Digest Association Inc.

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French fashion cataloger shifts Japanese strategy

Article Abstract:

Cyrilus, the French fashion catalog company, has overhauled its sales strategy in Japan to boost flagging sales. The cataloger is now accepting payments in yen and charging the same rates found in its retail store. The company has also streamlined its fulfillment procedures and has hired Yamato Transport to handle the shipping of merchandise. An old database is being cleaned up and could be expanded to add more names.

Japan, Cyrilus

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