Gorton’s of Gloucester Mails a Holiday Book

The Gorton’s fisherman has been a long-time staple in your supermarket’s frozen-food section. The same company that brought you the old salt and his famous frozen fish sticks—Gorton’s of Gloucester—last week mailed an 18-page holiday catalog to an unspecified number of prospects, according to Nancy Peterson, senior marketing manager.

The book sells caviar, shrimp, mussels, and live lobsters as well as clam chowder and lobster bisque. Prices range from $15.99 to $199.99.

Gorton’s unveiled a Website in August 2003, says senior marketing manager Nancy Peterson, but after a disappointing holiday season last year “we came to the conclusion six months later that we really needed to be doing a catalog to spur sales,” she says. The average order value on the Website is about $100, she says.

Using Ridgefield, CT-based list firm D-J Associates, Gorton’s culled names for its holiday book from the lists of about 20 gift catalogs and other specialty premium food catalogs.

Partner Content

The Gift of Wow: Preparing your store for the holiday season - Netsuite
Being prepared for the holiday rush used to mean stocking shelves and making sure your associates were ready for the long hours. But the digital revolution has changed everything, most importantly, customer expectations. Retailers with a physical store presence should be asking themselves—what am I doing to wow the customer?
3 Critical Components to Achieving the Perfect Order - NetSuite
Explore the 3 critical components to delivering the perfect order.
Streamlining Unified Commerce Complexity - NetSuite
Explore how consolidating multiple systems through a cloud-based commerce platform provides a seamless experience for both you, and your customer.
Strategies for Maximizing Mobile Point-of-Sale Technology - NetSuite
Learn the top five innovative ways to utilize your mobile POS technology to drive customer engagement, increase sales and elevate your brand.