Tales From the Front

GARDENER’S SUPPLY TURNS TO CUSTOMERS FOR COVER

WE RECEIVED AN E-MAIL FROM GARDENER’S SUPPLY CO. that said “Help us choose our next catalog cover!” The e-mail included photos of two different covers: Both depicted the same product, the gardening goods merchant’s Peace Wreath (a balsam wreath shaped like a peace sign). But one showed a child holding up the wreath against a blue-sky background; the other featured a snow-dusted wreath hanging on a red barn-like wall against which an old-fashioned sled leaned. Once you click on the cover you prefer, a four-question survey pops up. That’s one way to get customers engaged in your catalog — and guide them into a quick survey. Two things: When the catalog arrived in the mail a few weeks later, there was no mention that the cover had been voted on by customers; and Gardener’s Supply did not go with our pick (the red cover). Humbug!

CB2 WILL PUT YOUR ORDER ON HOLD

MERCHANTS HOLDING SHIPMENTS FOR HOLIDAY DELIVERY ISN’T A NEW IDEA but it’s an intriguing option we’re noticing more. We ordered a gift from the Website of Crate & Barrel offshoot CB2 in mid October. At the checkout screen, CB2 gave us the option to have the order shipped right away, have the merchant hold the order for Hanukkah delivery, or have CB2 hold the order for Christmas delivery. We opted to have it shipped to us immediately — maybe we’re weird, but we’re always a little afraid the merchant might run out of stock or forget to ship an order it’s holding. Still, it’s nice to be asked, and it’s also impressive that CB2 acknowledges an earlier deadline for Hanukkah gifts.