When I took his direct marketing course at NYU back in the early 1980s, Milt Piece taught us that “the ideal mail order product is one that is not available in stores.”
But the catalog company Harry & David sells mainly fruit (also chocolates and cakes) through mail order … all of which are also available in stores.
An article in the October issue of Catalog Success notes that Harry & David has annual sales well over half a billion dollars a year.
Why do you think they are able to generate these huge revenues selling mostly pears, apples, grapes, and other produce you can get at your local supermarket?
What’s the secret of Harry & David’s success?