In an age ripe with internet advertising and smartphone applications designed to make the online shopping experience easier, it’s rare that a business steers away from those trends. However, Victoria’s Secret finds that using a print-centered approach, paired with strong television ads is successful.
According to the Chicago Tribune, Victoria’s Secret’s sales have risen 7 percent in the past three quarters to $4.33 billion after posting a record $6.1 billion in revenue for the year through January 28. The lingerie retailer does have a Web presence – including Facebook, Twitter and email blasts – with web and catalog sales rising 4 percent to $1.56 billion in the latest year, a quarter of the business. However, the 1,000-plus stores saw an increase of 14 percent in revenue, to $4.56 billion in that time.
Chief financial officer Stuart Burgdoerfer, said in an October 17 presentation to investors that the internet doesn’t drive a lot of “emotional content.” As such, Victoria’s Secret and Bath & Body Works emphasize the product and in-store experience rather than trying to be leaders in technology, he said.
A job posting on Victoria’s Secret’s website, said that the retailer spends about $220 million a year on the catalogs sent to customers’ homes, including postage, creative, printing, paper and circulation – the biggest expense of its direct business.
Laminating machines strengthen direct mail campaigns
While Victoria’s Secret specializes in catalogues that it sends to customers through the mail, research shows that direct mail marketing campaigns can be highly successful. For companies that want a simpler, yet still professional approach, investing in quality lamination equipment will keep them ahead of the competition.
Additionally, paper folding machines will help create a uniform fold for pamphlets that are sent through the mail. This way, customers can see that a business wants to put forth a polished product.