AeroGrow sprouts mail order arm

Kitchen gardening systems marketer AeroGrow International has launched its first catalog. The 16-page book sells AeroGrow’s signature aeroponic growing systems, seeds, and accessories.

The five-year-old company mailed more than 50,000 catalogs in June to targeted lists and names on AeroGrow’s house list. “A catalog makes it easy for existing customers to reorder product and grow our recurring revenue,” says AeroGrow International’s marketing director John Thompson.

With its signature AeroGarden product, which uses dirt-free aeroponic technology to create a humid growing chamber that fits on a kitchen counter, the company sells seed kits that customers buy every four months or so, he says.

The company distributes its products in stores, on Websites, and in catalogs such as Frontgate and Herrington, as well as through television via QVC and infomercials.

Still, “not that many people know what the product is and what the benefits are,” Thompson says. “Catalogs offer an engaging way to introduce the product and category to prospective buyers, and give us lots of room to demonstrate the features and benefits,” he notes.

Although it’s still early, Thompson says that so far “the results look promising.” Once the Boulder, CO-based company has more data on its catalogs, he notes, “we’ll better understand the economics, and that will be a major factor in determining how aggressive a rollout we have.”

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