“Illuminating” Discovery Leads to New Catalog

After business-to-business lightbulb cataloger Top Bulb launched its Website in 2000, the 75-year-old company was surprised to find that 40% of its online buyers were consumers buying for their home. With this new segment of its customer base “illuminated,” the company launched Lighting for the Home, its first consumer catalog, in August 2003. The debut issue mailed to 50,000 prospects and 50,000 house file names.

“When our customer file changed, we likened ourselves to a 7-11 selling only milk,” says president/CEO Philip Bonello, explaining the expansion of the company’s merchandise beyond the b-to-b items still found its Top Bulb catalog and Website. The 72-page consumer catalog features 300 lamps and other lighting fixtures, ranging in price from $7.95 to $2,800. The average price point is $200.

To promote the new catalog, Top Bulb is including a copy with every outgoing order and is advertising in home decor magazines. A second mailing is scheduled for March, when the catalog will be sent to an additional 1 million names rented from other home decorating catalogs that sell to upscale consumers ages 40-60. The second edition will also include more contemporary table lamps and more solar products. “A lot of mailers sell lighting,” Bonello says, “but no one focuses exclusively on it.”

Partner Content

Hincapie Sportswear Finds Omnichannel Success in the Cloud - Netsuite
For more and more companies, a cloud-based unified data solution is the way to make this happen. Custom cycling apparel maker Hincapie Sportswear has leveraged this capability to gain greater visibility into revenue streams, turning opportunities into sales more quickly while gaining overall operating efficiency. Download this ecommerce special report from Multichannel Merchant to more.
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.