Catalogue returns are inevitable, but as we’ve seen in the Catalogue Log, which tracks UK catalogue marketing trends, cataloguers are becoming smarter with their mailings. Increasingly catalogue companies are trying to cut down on waste, both for environmental as well as commercial reasons. So this is why I love this idea from Howies.
On the back of its 172-page autumn catalogue (which, by the way, was mailed without polywrap) the company asks if recipients returning the catalogue could spare a minute to let it know why the catalogue was not welcome. Recipients can tick one of four boxes:
I have received more than one, this is catalogue number…
There are two of us at this address and I can share with (full name)…
I don’t want to receive any more Howies catalogues…
Some other reason? (tell us below)…
Then at the bottom of the page, the catalogue pleads: “Don’t bin me. Read me or return me”.
A fine example of making your catalogue more environmentally friendly and more user-friendly.--MT
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