Bind-In Order Forms-What's the Best Strategy? (2,000 words)

The order form also creates a "hot spot" in the center of the catalog. This is why catalogs position their best-selling products in the center of the book. What's more, bind-in order forms cause the catalog to feel more substantial to the hand depending on the total page count. A bind-in order form is also more "user friendly" when it comes to encouraging gift orders because of the number of "ship to" spaces normally shown on the order form. For catalogers who process a large percentage of gift orders, I would think twice before giving up the order form.