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WorldStores invests in catalogues

WorldStores, the ECMOD Award-winning online retailer, clearly values the power of print. The company, which operates more than 70 niche online stores including LogCabinWorld, PatioHeatersWorld, and BedroomWorld, is introducing a print catalogue early next year featuring editorial in the form of “lifestyle articles” alongside products from its home and garden ranges.

In July, the company secured £8.5 million investment from Advent Venture Partners and existing investor Balderton, enabling it to fund its next stage of growth.

Richard Tucker, co-chief executive of WorldStores, says the catalogue’s focus will be on retention, rather than customer acquisition.

It will be distributed to 500,000 WorldStores customers, complemented by inserts in relevant home and garden titles.

The catalogue’s purpose is to “build brand awareness and drive repeat purchase” through WorldStores’ soon-to-launch umbrella site, explains Tucker.

The new site will feature the company’s entire 150,000 home and garden product catalogue, “giving a one-stop-shop for everything home and garden,” he adds.

“Catalogues are an essential part of our marketing mix as they are still the best vehicle for retaining customer loyalty and lifetime value, even when those customers have been acquired online and transact online. They also continue to play a significant role in new customer acquisition, both here in the UK and in all the European markets we currently serve.”

Source : Direct Commerce

06 September 2011
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