The Double-edged Sword of Inserts’ Implied Endorsement

But beware if customers aren’t happy with the merchandise in that package. Then, that implied endorsement becomes a “curse.” “When customers aren’t happy with the merchandise,” Jill Eastman-Vidal, director of third-party marketing at 1-800-FLOWERS.COM says, “they won’t be happy with your insert.”

In the case of gift purchases, if customers like the gift they receive from a cataloger, they may order something for themselves from the inserts or bounceback catalogs. But if they’re disappointed, they won’t even consider it.