Small cataloger benefits from power of the press

A six-page feature story in the September issue of “Country Living” magazine provided small home furnishings cataloger Frecklefarm with a sizable boost in sales, reports owner/founder Robin Sherwood.

Unionville, PA-based Frecklefarm, which charges $4 for the annual catalog, has doubled the number of new subscribers since the article ran from 5,000 to 10,000. At the same time, the catalog’s average order size has nearly quadrupled, from $125 to $450, as many of the new customers ordered quilts, which costs as much as $600. “They ordered a quilt, then called again to order another quilt as a gift,” Sherwood says. “I really didn’t expect this much business.”

The $18,000 company, which relies on the paid subscriptions to its annual magalog for 65% of its business and the rest on its catalog merchandise sales for the rest, attracted many visitors to its Website, which isn’t equipped to handle orders. So they then phoned the company. “They called us and said, We want that new look that the magazine article seemed to create,” Sherwood says. “They wanted to know how we could help them create the look for themselves.”

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.