The company published a new 64-page mini catalogue (230 x 165mm), which was sent to 140,000 customers.
While the main catalogue showcases both craft and grocery ranges, the mini catalogue focuses on Traidcraft’s best selling fair trade crafts, including greeting cards, gifts, fashion and accessories, products for the home and toys.
Jenny File, Product Marketing Manager, said: "Traidcraft saw a 13% increase in mail order sales in 2010/2011 in very tough economic conditions and we wanted to capitalise on this growth. Traidcraft’s new mini catalogue is designed to drive recruitment of mail order customers."
Paul Oliver, Head of Supporter Development, said: "We split tested the mini catalogue against our existing catalogue and the results to date have been really encouraging. There was a concern that the value of orders would drop as the mini catalogue has fewer products – however, the order value has stayed the same."
He added: "We know that people who buy our fair trade crafts are motivated differently to our grocery customers. We’ve done a lot of work to better understand their needs and early indications are that our customers are showing their appreciation for fair trade in the best possible way – which is particularly pleasing in current trading conditions."
ENDS
For more information, high res images or to arrange an interview with Paul Oliver, contact Victoria Lamb on 0191 4976418 or on victorial@traidcraft.co.uk.
