A follow-up to yesterday’s post on La Maison Simons’ decision to withdraw its catalogue because it showed too-thin models.
Here’s how Canada Post is pitching the opportunity for catalogue shopping to American retailers (from an article published in the Boston Herald :
American consumers are buried with 19 billion catalogs while just 95 million show up in Canadian mailboxes.
“Canadians are very frustrated by the lack of offerings they have in Canada,” said Laurene Cihosky, Canada Post’s senior vice president of direct marketing.
Their culture is similar to ours, although perhaps a little
more conservative. They watch much of the same television and they speak our
language, except in Quebec, where a French translation is called for.
Another selling point: Canadians value their catalogs, Cihosky said. They don’t just dump them into the recycling bin without even cracking the first page. They keep them. Some even use them as coffee table books. That means more sales with fewer mailings.
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