Send It Overseas!

• Cultural Matters: Culture is reason enough to test catalog elements. For instance, Viking found it generates better response rates in France when it replaces Chairman Emeritus Irwin Helford, who is on the Viking catalog cover in all other countries, with its French director who has a French name.

While this list is not exhaustive, it should make clear the possible pitfalls that may appear when launching a catalog internationally. Each country brings new challenges.