How Two Catalogers Managed Brand Refreshes

Results
For Eastwood, the brand refresh has led to increased sales, increased average order values and a higher dollar per book return for its catalogs, Huck noted. In addition, its new retail stores are introducing the brand to a whole new segment of customers.

American Meadows is also reaping the benefits from the hard work of its brand refresh. In addition to sales increasing, American Meadows now has a guide book on what its brand should be. And its customers have become more engaged and confident with the brand. Case in point: American Meadows tested using branded rotating banners on its homepage vs. promotional (i.e., selling) rotating banners, and the branded banners ended up driving more sales.