Merchandise Spotlight: Cordless Phones

The 2.4 gHz Cordless Phone Means No more racing to the phone from the backyard—and It puts caller id right in the Palm of your hand

Home and office telecommunications systems have come a long way in the past couple of years. With upgrades in office phone networks, voice mail and cordless phones, the evolution continues. The new 2.4 Gigahertz (GHz) cordless digital phone gets rid of many of the flaws consumers have suffered with their phone gadgetry.

The phone enables people to have clear, static-free conversations without the confines of a stationary phone. With a range that allows the user to walk freely about the house and outside, it is ideal for today’s busy lifestyle.

Several catalogers are offering the phone, but each offers different options. The basic model looks much like the cordless phones people already use. Typically, the 2.4 GHz phones come with a digital answering machine, caller ID and call waiting capabilities. From there the models become more distinct.

The different options for the 2.4 GHz phone are what stand out among the presentations made by catalogers offering this product.

Topix

Originally featured on the front cover of its Vol. 10, Issue 1 catalog, Topix has since moved the product inside after promoting it heavily in the catalog’s top spot. The electronics cataloger had several different versions of the 2.4 GHz phone, a close-to-basic model and a higher-end product.

It promoted the phones with selling copy and highlighted the products’ best features. Each phone was photographed against a dark background with green or white backlighting designed to produce a sleek and high-tech feel, but hard to see.

The low-end model not only was placed on the cover but described in detail on page three. Topix gave the higher-end phone an entire page of sell in the middle of the catalog. And supported it with a vignette:

“I once left papers in my car that were crucial for the conference call I was on. I was able to run down several flights of stairs, out into the parking lot and back up to my office without missing a beat...”

Lifestyle Fascination

Very text heavy and techno specific, Lifestyle Fascination makes the product sound gadget-like. On its highest-end product, it cut the price by $30 as an incentive. It also used a product review from the Houston Chronicle:

“We tested it roaming around a 13,000-foot multi-level building known for its cantankerous radio interference. Forget regular cordless phones or even 900 MHz phone in this place—none has ever worked. The Gigaset broke the mold; it worked flawlessly ... Don’t tell Siemens, but I think that they could charge much more for this system!”

It used words like “cutting edge,” “ultra” and “quantum leap” to describe the advanced communication system.

The visual presentation is clear and understandable with each model featured in an inset picture. It even shows a person using the phone to help portray its dimensions.

Reliable Home Office

Reliable Home Office offered the most models among the catalogers reviewed. Working from the “if it isn’t on the menu, it can’t be ordered” theory, it offered seven different versions of the phone. It devoted about 20 square inches to selling the 2.4 GHz phone.

The products are laid out cleanly, displaying each model carefully labeled with a letter key. This is particularly helpful given the number of models featured.

Frontgate

On its prime back-page selling space, Frontgate emphasizes the lower-end model’s range, security from eavesdropping, shock-proof quality and water-resistance:

“It thrives in wet environments that are off-limits to conventional cordless phones and features 2.4 GHz/900MHz with spread spectrum technology to give you greater privacy and the clearest reception of any cordless phone in the industry.”

Pictured on a rich-looking, leather-top desk, the expandable, desk station phone is promoted inside the catalog with its unique properties highlighted. “Add a two-line phone to any room in your home without additional wiring,” and “sets the standard for crisp, clear sound with virtually no interference and secure conversations.”

Hammacher Schlemmer

The company offered three different versions of the 2.4 GHz phone: the expandable one, another for the small office or home office and a low-end version with one handset and an answering machine.

Hammacher Schlemmer presented each of the phones on a separate page, none of which are considered top selling spots. The phones are mixed among other merchandise, not in a phones-only section.

Using its authority status in product rating, this cataloger placed one of the low-end phones in its “Best Tested” section.

Damark

Damark offered the Uniden phone, which—unlike the others—had no extra features. The visual presentation is confusing because while the larger picture shows only a handset, the inset shows a cordless handset with an answering machine. The copy doesn’t describe any product as having an answering machine for the inquiring customer. While the copy says the system has Caller ID, it doesn’t say how many numbers are stored. But for the low price of $129.99, many consumers may be attracted. Damark clearly emphasized price, as one of the prominent features is a yellow “Special Low Price” tag with a slashed-out price.

Expandable phone with answering machine and base station key pad

Designed for home or small office, this phone is expandable to eight handsets.

Features:
Spread Spectrum
Caller ID/Call Waiting
Multi-line phone
Four hours of handset talk time
Handsets operate on batteries
Expandable to eight handsets
Answering machine records up to 26 minutes
Smart fax/modem port to route calls

Cataloger Price

Lifestyle Fascination $369.95

Economy version $289.95

Extra handset $149.95

Frontgate $379.00

Extra handset $139.00

Two or more $129.00

Hammacher Schlemmer $359.95

Extra handset $139.95

Reliable Home Office $399.95

Extra handset $149.95

Basic cordless phone with answering machine

Features:
Spread Spectrum
Caller ID/Call Waiting
Four hours of handset talk time
Handset operates on batteries

Cataloger Price

Frontgate $239.00

Hammacher Schlemmer $259.95

Reliable Home Office

With Base Station Key Pad $239.95

Reliable Home Office

Uniden $239.95

Reliable Home Office

Panasonic $259.95

Topix $249.95

Expandable phone without base station key pad

Features:
Spread Spectrum
Caller ID/Call Waiting
Four hours of handset talk time
Handsets operate on batteries
Expandable to four handsets
Answering machine records up to 22 minutes

Cataloger Price

Hammacher Schlemmer $199.95

Extra handset $139.95

Lifestyle Fascination $199.95

Extra handset $149.95

Reliable Home Office

Siemens $209.95

Extra handset $149.95

Reliable Home Office

Siemens, no ans. machine $179.95

Extra handset $149.95

Topix $449.95

Premium with 2 handsets $599.95

Extra handsets $199.95

Basic cordless phone with no answering machine

Features:
Spread Spectrum
Caller ID/Call Waiting
Four hours of handset talk time
Handset operates on batteries

Cataloger Price

Frontgate $199.00

Lifestyle Fascination $129.95

Reliable Home Office

Uniden $199.95

Reliable Home Office

Panasonic $199.95

Damark $129.99

Reliable Home Office: At the upper left and right are pages of a spread devoted to the 2.4 GHz phone. The text heavy presentation took more than 20 square inches of selling space. Letter coding makes this display effective and easy to read.

Damark: Conversely, Damark’s presentation (left) is confusing because the inset shows a phone that is not offered. It also advertises an extended service plan but provides no explanation about it.