The success of its Web site will help light bulb marketer Topbulb save money by reducing the page count of its next big print catalog, slated to mail next month.
The year-old site’s business increases by about 2% weekly, and currently accounts for 10% of the company’s overall sales, said Philip H. Bonello, president and CEO. The last edition of the main catalog was 104 pages; the new edition will have a page count in the nineties.
Some products will be phased out of the print catalog, but included in an index referring customers to the Web site (www.topbulbs.com). But don’t think this is a step towards eliminating the print catalog completely.
"People love to get the book and keep it as a reference tool," said Bonello, speaking at the annual Catalog Conference in Boston.
Topbulb has a customer base "in excess of 100,000," he said, noting the vast majority of sales are business-to-business, targeting major segments like education and healthcare. Online, the company has also had success with an offshoot site targeting the dental market (www.dentalbulbs.com). The site offers the same products and prices, but has a different design and feel.
