Cataloger Spotlight: Great American Hanger’s New B-to-C Catalog Primed to Hang Around

“The strong results reflect a couple of things, a significant increase in circulation as well as circulated pages,” Raphael says. “In addition, we’ve made a very significant commitment to database marketing. We intend to grow organically.”

Keys to Success
The existing B-to-B catalog’s success helped jump-start the B-to-C book. “We were able to pick and choose products from inventory we felt would appeal to consumers,” Raphael says. “We had a selling history to use, in terms of what we were going to put in the book.” The company also sought the advice of seasoned in-house and contracted industry professionals. Raphael credits this group not only for identifying prospect universes to mail, but also for printing, binding and mailing a very professional-grade catalog the first time out.