Next up in the power of print league, Next
Thursday, September 18, 2014
Jo Francis is delighted to see that highly-successful retailer Next is making even more use of print.
Just days after Ikea’s marvellous fillip to the cause of print, we have another one – from Lord Wolfson, no less.
Lord Wolfson being the chief executive of Next, and Next being that notably successful £3.7bn turnover fashion and homewares retailer.
In a recent conversation with Marketing Week, Wolfson said the firm had returned to using direct mail, and that it was proving an effective tool for increasing sales.
Because of the drop off in mass market mail volumes, as detailed here, a well-designed, well-targeted piece of DM offers tremendous stand-out.
Wolfson, who is most definitely a smart cookie, clearly recognises this.
Another interesting factet to note is that Next is supporting its quarterly Next Directory with a further four ‘new in’ brochures to supplement the hardback product. It is also trialling a new publication, ‘Label’ containing third-party brands. This was distributed to 400,000 customers on its initial outing.
Harnessing the power of print is one of the many things Next does well.
How delightful that Lord W and his team have provided some further power of print kudos.