Direct Line Blog

Zappos switches up catalog strategy

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Zappos.com, best known for its online shoe store, is expanding its presence in consumers' mailboxes.

The company is now distributing catalog mailers, a shift from its previous “magalog” strategy that it used until last November, according to company spokesperson Diane Coffey. The company is “testing the effectiveness of direct mail and will evaluate the strategy going forward based on the results we see,” she said. Last year, when the US Postal Service created an integrated marketing campaign to emphasize the value of catalogs to consumers, it used a testimonial from Zappos.

The latest edition of Zappos' direct mail piece has 27 pages and features items from shoes and children and adult clothing to golf bags and corkscrews.

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