“Large and dramatic, with an image of a football game that makes no mistake of target audience” was how one judge described the cover of Crutchfield’s Winter/Spring 2001 catalog. With this cover photo of a widescreen TV, this Silver Award winner not only grabs its customer’s attention but also cements its positioning as “the complete car stereo and home audio/video catalog” by focusing on the merchandise.
Crutchfield provides its target audience with an extensive range of products. “A great selection, presented with an authority that makes a buyer feel secure,” noted a judge. An index on the opening page divides the merchandise into two categories: car products and home items. Most of the panelists felt that the products, which include car stereos, speaker systems, amplifiers, and home theater systems, are well organized, with headings in bold letters at the top of each page. Still, one judge said, “I wish it was a little easier to find products, and that Crutchfield would give me more direction.”
When customers shop for high-tech products, they need information — the more the better. With this catalog, Crutchfield supplies information a-plenty. The detailed copy provides complete descriptions of each product, including all specifications. “Everything you need is here,” enthused one judge. Charts highlighting features of the product selections are displayed before each merchandise category to facilitate comparison shopping, while guides detailing what buyers should look for help customers make better buying decisions.
But what clearly makes this catalog a standout is its exceptional customer service, upon which Crutchfield evidently places a high value. The catalog’s center spread titled “Discover Crutchfield” and the accompanying order form are devoted to showcasing the services available. These include free tech support, free return shipping, free consumer guides, an 800-number for Spanish-language orders, and easy payment options.
The Website address and 800-number are prominently featured in color at the top of each page. New customers are reassured by testimonials from product users that appear throughout the catalog. One judge, however, would have preferred a more personal touch, suggesting that the president’s photo on page 2 should also include a letter.
Overall, the judges agreed about what makes this catalog stand out from the others: superior product information, plentiful technical support, and fast service.
One Crutchfield Park
Charlottesville, VA 22911
Catalog launched: 1974
Director: John Grant
Design directors: Amy Row, Tami
Walker, Tim Hensen, Tracy Eagan,
Sue Eagle, Jon Provan
Production managers: Amy Row,
Merchandisers: Dan Hodgson,
David Weisman, Carl Mathews,
Tom Bancroft, Charlie Smith
Copywriters: Mike Sokolowski, Mike
Colley, Steve Kindig, Paul Kerekes,
Charlie Pastorfield, Steve Johnson,
Matt Freeman, Jim Ralston
Photographer: J. Stoll
Marketing managers: Alan
Rimm-Kaufman, Michele Rick,
Color separator: Moody Graphics
List broker: NRL
List manager: The Specialists
Cover paper: 80 lb.
Text paper: 30 lb.
Number of pages: 148
Trim size: 8″ × 10-1/4″