redesignAnswer: Crate and Barrel should stagger delivery of catalogs

I received the catalogs from Crate and Barrel and CB2 on the same day. 

It’s better to spread that delivery out over multiple days because it increases the likelihood that I’d look at one of them. On the same day, it’s possible that I’m on vacation and come back to a pile of mail, my (hypothetical) spouse picks up the mail and tosses it out, etc. Spreading the delivery out doubles the chance that I’ll look at it.

To address some other comments from readers:

  • Crate and Barrel and CB2 can’t hide that they’re the same brand. Well, they don’t try to hide it anyway. All of the multibrand retailers don’t try to hide it. Crate and Barrel/CB2/LandofNod, Williams-Sonoma/Pottery Barn/West Elm, Banana Republic/Gap/Old Navy/Piperlime/Athleta. There is often cross promotion. And some customers shop multiple brands. e.g. I shop Crate and Barrel and CB2, Banana Republic and Gap, Williams Sonoma and Pottery Barn.
  • It’s a waste of paper. Sure, many people would consider it a waste of paper. But these catalogs are expensive to produce and distribute. If they didn’t work, they wouldn’t be used. I browse these catalogs while on the toilet. It’s a lot easier to skim through a catalog with rich visuals than the equivalent online experience.
  • My recent customer-service issues with Crate and Barrel. Some recalled that I had a bad in-store experience at Crate and Barrel where the clerk insisted on a physical address for a store pickup. After some back-and-forth, I gave my address as 1600 Pennsylvania Avenue, Washington, DC. Although the White House might receive my catalog as a result, I got these catalogs because I have a Crate & Barrel credit card. (Possible future quiz: why do I have a Crate & Barrel credit card?)

 

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