Case Study - Chinaberry Catalog (2,875 words)

The Story Unfolds

Both the Ruethlings and DeMaine say they are continually surprised at the warm responses they get from customers regarding Chinaberry's product selections and the company's attentive service.

Says Ann Ruethling, "We get many letters that state, in one way or another, 'I've never written to a catalog company before, but I really love ... .' Then they list either our thorough annotations and book reviews or the customer service they got when ordering. Or they'll say they appreciate the support and encouragement we give them as parents," she continues. "They say they feel we're walking the same path as they are."