Herschell Gordon Lewis’s Best and Worst Catalog Copy of 2015

Best, No. 5: Superior Equipment and Supply Online Catalog

“Superior” not only is the name of this catalog; it’s the word that describes its online presence.

Unlike many online business catalogs, from the first glance at the home page this one presents information with clarity and precision that defies the befuddlement often smothering a clean-cut reaction to the information.

Choose quickly from three sections– Commercial, Government, Home Kitchen. Products are presented in limbo. A single click brings up a category. Some may object to having to click again to get specifics, including prices. (Yes, I’d be one of the objectors.) Because this is a b-to-b catalog, visitors have to sign up to get the “Insider” pricing. That, too, is a mixed blessing, but it preserves the businesslike facade without becoming stiff-necked. (Price appears immediately for those who click on “Home Kitchen Products.”)

A section titled “ABOUT US” clicks to “HOW WE WORK.” The components seem to continue to a ho-hum forever, but that’s no problem because anyone exploring this section can click out at any time.

One negative: some items have no description beyond the listing. Try to get more information about a Hibachi stove. None I could find. Is it elsewhere? Or is this just the way it is because the catalog is forever assumptive: You as potential customer know and appreciate what we’re selling, or good-bye.

If Superior Equipment and Supply were purely a consumer catalog on the web, it wouldn’t make it to this exalted height. As a business catalog, it’s worthy of salutation.

NEXT PAGE: The “Almosts”…

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