Creative Cut: Nautical Cataloger Doesn’t Sail Deep Enough Into the Water

Bluewater might consider producing several smaller catalogs and mailing more frequently. One idea is to include a tighter, carefully edited assortment within the catalog to create interest, and then drive shoppers to the Web site for add-ons and additional information. In fact, a lot of the detailed information that’s included in the catalog might be better off on the Web site where shoppers can drill down to exactly what they need to know.