Stacks and Stacks in the mail

Many consumers find stacks and stacks of catalogs in their mailboxes; now they may find the Stacks and Stacks catalog as well. The storage and organizational products retailer launched its catalog with a 110,000-name mailing in May.

About 95% of the catalogs went to those who had requested a catalog on the company’s Website or in one of its three stores in California. The remainder were sent to names from a cooperative database. Through early July, Stacks and Stacks sent an additional 40,000 books to requesters and inserted copies in product pages.

Although Stacks and Stacks began as a single store in 1974, president Mel Ronick says that a catalog was always part of the plan. “The incentive to expand into a catalog came from the maturation of the business, with the understanding that there is a need for synergy through as many channels as possible,” he says.

The Richmond, CA-based company may add more pages to the 48-page catalog once it analyzes the data. “At this point everything is ROI-driven, so we are in a wait-and-see mode,” says Ronick, who estimates that the catalog will account for 5%-10% of Stacks and Stacks’ total sales by the end of the year. The next edition is scheduled to mail to 190,000 customers and prospects this fall.