Case Studies & Testimonials
Today we talk to David Van Berkel, from Garden Express about using catalogues.
Garden Express sells a large but exclusive range of plants - from fruit trees, standard trees, commercial plants to tools and accessories.
“We aim to be more comprehensive in range and have diverse and unique stock on offer to attract new customers and keep existing ones returning,” says owner David Van Berkel.
“Garden Express is also pushing the marketing limits, using a combination of print catalogues and a
great ‘live’ website that features all our stock to drive seasonal product.”
The business has been using catalogues as a promotional tool for more than 7 years, starting off with a 32 page catalogue run 3 times per year and
now runs a 64 page catalogue 5 times per year!
“Catalogues represent about 75% of the business and drive online sales,” Van Berkel.
“A key to our success has been to improve the quality of the content including stochastic printing which has enhanced detail of the images as well as giving
definition to shades which adds an edge to the overall quality of the catalogue”
So where to now for Garden Express?
“It’s in the nature of our business to be subject to the environment. The weather has played havoc with our targeted sales growth, however it has also forced us to
adapt our product range and company outlook. For instance, we are currently looking to promote green initiatives.
“As part of our ongoing commitment to the environment, we will be investigating environmentally friendly paper stocks with PMP that are accredited, such
as PEFC (Programme for the Endorsement of Forest Certification Scheme) and FSC (Forest Stewardship Council).”