Viking Catalog - Putting It All Together (3,692 words)

In terms of copy, in general I have the feeling Germans like to read more—we use more words. More words means a smaller photo to sell from, of course, so it's a bit of a struggle.

Another big difference is service. We have our own big German competitors here, but we have better service. When we entered the market five years ago, the service we offered was unheard of in Germany. The notion of sending back merchandise you didn't want at our cost was very difficult for people to even understand!