A Redesign Revitalizes Alsto's

Finally, the cataloger wanted to communicate its pledge of quality merchandise at reasonable costs. "We wanted to show that we're as concerned about pricing as our customers are," Jacobsohn says. Alsto's now displays the cover product along with its price in most issues.

Proven Results

In March, it will be one complete year (five campaigns) for Alsto's redesigned catalog. During that time, the average order value has grown by more than 10 percent. And the sales increase between 2002 and 2003 was "significant and in the double digits," Jacobsohn notes.