Garden.com and other online retailers are changing direct marketing—including the look and function of the mail order catalog

By Melissa Sepos

Down the right hand page is an explanation about plant arrival by mail, which is followed by nine Web addresses that drive traffic to specific types of plants or accessories. Mind you, not a single thing has been offered to the consumer yet.

Throughout, the catalog introduces each product type with a full-page photo of a flower on which no sell-copy is placed. Overall, there are about six products per two-page spread—very low compared to other catalogs.