Catalog | HGM Catalog Consulting

Case Study: Improving Customer Experience Through Returns

Aug 21, 2019

One simple change in the return process of Terry Bicycles, an athletic apparel and parts brand, ensured improved customer experience and guaranteed future purchases. Executive summary The on-demand shopping model is changing customer purchase behavior rapidly. Customers expect a quicker turnaround and a more streamlined response when it comes to all aspects of their interaction with the business — including returns. By re-thinking and then re-designing...

5 Signs Your Brand Might Need a Catalog Audit

Jun 18, 2019

Paying for catalog consulting services isn’t merely an expense, it’s an investment. Many brands invest hours designing and creating a great catalog and yet they don't think to invest the time to craft a strategic catalog circulation plan or segment the list to track results. Instead, the mailing list pull is outsourced to the brand’s IT department, which guesses what parameters to use and then...

Print Marketing Campaigns – Glossier

Apr 30, 2019

Earlier this month we brought you a direct mail case study of Casper, the successful mattress brand and self confessed "digital native". We examined how Casper scored big victories with their print media campaigns, embracing the "tangibility effect", giving customers something to pick up, hold, and keep. By adopting this approach, Casper put their brand, and their products, at the forefront of their prospects' minds....

Print Marketing Campaigns – Casper

Apr 3, 2019

Today we examine digital brands that have tested direct mail. Mattress brand Casper has been very active in print for the last several years - from solo print marketing to participating in upscale shared mail campaigns. Grove Collaborative has been testing print too. Casper, as you may know, is no stranger to digital marketing success. This is not a brand which has dragged its heels...

4 Tips to Improve Your Direct Mail Marketing in 2019

Mar 12, 2019

Direct marketing is on the rise and it doesn’t show signs of slowing down. Customers appreciate targeted marketing more than ever. You can see this trend in the growing number of users turning on their adblockers; that number climbed to nearly 26% in 2018. But customers still enjoy sorting their mail and seeing offers that are targeted towards them. When our spam folders are overflowing, it’s...

Guarantee Yourself a 100% Open Rate

Feb 7, 2019

How many promotional emails did you get in your inbox today? How many Facebook ads did you scroll past, and how many page updates did you ignore? The answer, as all too many marketers know, is a lot. With adblocker software use increasing, even on mobile devices, digital ads return fewer and fewer potential leads. In the United States, the primary use of ad blocking software is...

Catalog Spotlight: Soft Surroundings

Jan 8, 2019

I recently received two Soft Surroundings catalogs within a couple of days of each other. One catalog was a 68 page sale catalog and I noticed that they used two tactics to improve key code capture and highlight catalog awareness. On the right side of the back cover of the catalog, Soft Surroundings added "use your key code to keep receiving our sale catalogs" along...

Catalogs and Direct Mail – Key Steps in the Customer Journey

Dec 19, 2018

In the current climate of integrated marketing, digital trends and consumer behavior, "next best action marketing" is growing in popularity. In an environment where the latest digital trends are shifts like AI, voice user interfaces, cloud computing, augmented reality, machine learning, and more, next best action marketing is all about meeting the consumer where they are, through any one of these tech channels and experiences. In order to implement...

Catalog News! Proposed 2019 USPS Marketing Mail Promotions

Nov 8, 2018

Planning your 2019 catalog circulation plan and creative? Make sure you check out the following promotions. The USPS filed its 2019 Mailing Promotions with the Postal Regulatory Commission (PRC) on October 10, 2018 and is awaiting approval. We do not expect any major issues with the approval as many of the promotions have been offered for several years in a row. Tactile, Sensory and Interactive...

Catalog Matchback Analysis – Part 2

Oct 30, 2018

In our previous catalog matchback post we discussed matchbacks and how we should not attribute 100% of the sales results to the catalog mailing because many of the sales are digital in origin. Customers are often touched multiple times (print, email, retargeting) along their purchase journey. Today we will look at catalog hold-out tests and how they can be used to modify your catalog matchback reports...