I’ve been a Boden customer for a several years and I’ve posted before about how they tend to flash their 15% off offer at just about everyone except their loyal customers. So I was quite pleased to get a catalogue through in the post offering the Boden shopper holy grail that is 15%-off-with-free-delivery-and-free-returns.
It even came with cute cover that charted my ‘break up’ with Johnnie Boden and asked me to log on and declare whether I loved him or loved him not.
However all this was slightly undermined when my sister’s catalogue arrived on her doormat. Personalised.
Suddenly my mailer didn’t seem quite so special. I suppose we marketing types sending out DM have to remember to see our mailing lists not as individuals, but as members of networks. Or, in simpler terms – women talk.