How can we expand our catalogue without affecting our brand and budget?

Simon O'Mahony, head of marketing at Screwfix Direct, asks three experts how to make the catalogue as cost-effective and comprehensive as possible. The idea is to maintain the A5 size and increase pagination without affecting postage costs. Michelle Mahoney, media consultant at Royal Mail, Rosemary Walton from Red C, and Jessica Ireland at Cashman Bell Associates come up with the following options.

One solution is to use inserts to absorb the extra cost of going up in pagination, or if this isn’t feasible to increase the dimensions of the catalogue slightly to take full advantage of the Large Letter category it falls under. Another option is to segment its audience and send them lighter, more targeted catalogues.