SCOTTS OF STOW MAXIMISED CATALOGUE VALUE BY TESTING DIFFERENT MAIL DELIVERY FORMATS2 To manage costs, Scotts of Stow – the quality homeware shop – had traditionally mailed their catalogues either unwrapped or poly wrapped if they were including a promotional insert. However there was a belief internally that sending the catalogue in an envelope would give it more gravitas: making it seem more ‘interesting’, ‘enticing’ or even more ‘important’

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