Crutchfield, Winter/Spring 2000

Crutchfield, the complete car stereo and home audio/video products catalog, has earned its reputation by getting straight to the point: offering customers a diverse, no-nonsense product selection, in-depth technical explanations, and superior customer service. Said one judge, “Crutchfield means audio/video/car. It is definitely a brand, and the technical information flows perfectly and matches the target and the target’s interests.”

The catalog’s mission is apparent from the start. “This cover tells us who Crutchfield is, what it is, where it is. And it offers free technical support for life? Wow! There’s authority,” declared one judge.

The dense, diversified product selection reinforces Crutchfield’s position as an authority. “The catalog provides extremely wide product selections, along with focusing on what is best for the audience,” noted a judge. In fact, Crutchfield is a veritable electronics warehouse, offering car stereos, component speaker systems, subwoofers, amplifiers, car security, tech phones, desktop systems, portable audio, CD recorders, digital cameras, DVD players, and more. “More is more!” exclaimed a panelist.

The copy is equally detailed, with in-depth descriptions, highlighted features, and clear price and “new product” labels. Easy-to-read color coding guides readers through information-packed comparison charts. And clever articles on such topics as “how to find the components that fit in your car” and “Speakers – Hear the way your music was supposed to sound!” enable readers to make informed decisions. “This is a veritable War and Peace for an electronics aficionado. Crutchfield should get an award just for proofing the book! The copy itself is worthy of an award,” said one judge.

Still, the dense presentation and the thin paper disappointed some of the judges. And at least one panelist felt that the lengthy columns of black type could overwhelm electronics novices.

But ultimately, technical know-how and superior service make this catalog a winner. Free consumer guides, a Website, Spanish-language ordering, installment payment plans, free return shipping, free tech support for life – Crutchfield does it all. Concluded one judge, “This must be the standard by which everyone should be judged!”

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