Alternative Catalog Formats to Test (1,467 words)

Examples—consumer: Crate & Barrel, Hammacher Schlemmer, Maytag; business: no evidence.

8. Multi-mailer: A multi-mailer is defined as a multiple product offering that is half solo mailing and half catalog. Typically, products are not bound but offered as individual product sheets, with usually only one item per page. Blair and Signature are two pioneers of multi-mailers, but today a number of catalogers use the format for additional customer mailings. There is not much evidence that the format is used for prospecting. While the format tends to be a bit "downscale," even upscale cataloger Horchow uses it for personalized paper products offerings.