Micro-Scooters, an online retailer of children’s scooters and
accessories, is launching a catalogue to complement its online
offering. Founded in 2004 by Philippa Gogarty and Anna Gibson,
Micro-Scooters worked with Swiss manufacturer Micro Mobility
Systems to become a UK-based distributor of Micro products. It
has had an online presence since launch but this year decided to
introduce a catalogue as a means of acquiring new
customers.
With help from data specialist More2, Micro-Scooters worked to
identify and segment its customer base and will use this
information to drive both customer retention and acquisition
activities. “The advantages of a catalogue over our web
presence is that we can tell potential customers about our
products without waiting for them to decide to buy a scooter and
find us on the internet,” says cofounder Philippa Gogarty.
“Quite simply, we can actively target more prospective
buyers, persuade them to buy, and get our products and website
address in front of them before our competitors do.”
More2 won the brief following a noncompetitive pitch earlier this
year and began work immediately, consulting Micro-Scooters on the
best way to introduce catalogues into its marketing strategy. The
first edition was sent on the 14th May to 20,000 names on the
housefile and to a 50,000-name rented list. The eight-page
mailing features the company’s full range, from children’s small
scooters to aluminium folding scooters suitable for adults. The
launch catalogue also featured a 15 percent discount on the first
purchase.
The Micro-Scooters website will be revamped in line with the
catalogue’s branding in mid June. The new site will tie in with
Micro-Scooters’ accounting, ordering, and stock systems.
Share