Cataloger Spotlight: How My Twinn Uses Tiered Pricing to Encourage Early Holiday Doll Shoppers

Spokeswoman for eToys Direct, Sheliah Gilliland, says it’s difficult to measure how many more sales in 2006 could be attributed to the tiered pricing incentive, but both she and Currie believe the numbers are significant enough to try it again in 2007.

The tiered pricing was announced to potential customers via the holiday catalogs, the Web site and e-newsletters. The first holiday catalogs will drop in mid-September and refer to the tiered price savings on the cover, Currie explains. They’ll likely use different verbiage in different catalogs to elicit response. For example, a copy of a 2006 holiday prospect catalog stated customers ordering by Nov. 6 could save $20 and referred them inside to the order form for full details. A 2006 holiday catalog to established customers, however, states, “Order early and save!” and refers buyers to the order form.