CalExotics Marketing Director Al Bloom told XBIZ that the rewrite took more than six months to complete, for the company revisited every item in its stock in order to collect the most complete compilation of product specs and information.
“This catalog is a complete re-write of all previous product descriptions,” Bloom said. “We wrote all new bullet points for each and every one of our 2,880 products including features, materials, measurements, battery info — everything a person would want to know about an item.”
The information also has been made available in an Excel spreadsheet downloadable at CalExotics.com, and contains all product specifics, including package dimensions, weight and complete product dimensions.
Bloom noted that the company also printed a “How We Measure” guide in the catalog to “demystify” the product measurements, and also includes a “Toy Use Tips” to help prolong the life of the toys.
The glossary of terms defines each material and special features highlighted in the product descriptions to ensure complete understanding of each product’s selling point. Bloom said the company has received stellar reviews of the catalog so far.
“I think it is not just the overall look and information, but also the amount of care that people know we put into it, as well as the link to the spreadsheet,” Bloom said. “Web operators are absolutely thrilled that they can now download our entire catalog from a complete spreadsheet.”
CalExotics also updated its pricing list with new MSRPs, something Bloom called a “hotbed issue.”
“We wanted to be sure to give retailers a guide from which to base their pricing,” Bloom said. “It is a new pricelist with just a few pricing changes — mostly, we updated case counts and added the suggested retail [prices]. It is not a cause for panic, as only four products had a price increase.”
Bloom said the company routines updates its pricing list every six months to reflect new additions to the stock, as well as the deletion of discontinued items.
”It is a standard practice that CalExotics has followed for the last 15 years,” he said.