Restoration Hardware’s 3,300 pages of catalogs get shredded by 140 character tweets

Restoration Hardware’s 3,300 pages of catalogs get shredded by 140 character tweets

by Andy Beal Advice

When my friend Tony sent me an email suggesting that Restoration Hardware might make a good topic for a blog post, I almost dismissed it.

After all, it’s not the first time someone has received a catalog they don’t remember requesting. Fortunately, Tony included links to what others were saying on Twitter. It then became pretty clear that the company had bet big time on a mailing strategy that was backfiring–with no one from the company on Twitter to respond.

My favorite…

Thankfully, someone shared how to opt out…

So, why the sudden mailings to customers that have not purchased in years? Well, it all seems to be part of Restoration Hardware’s attempt to impress investors.

The company is opening larger lifestyle galleries around the U.S. to showcase more products, many of them in catalogs and on the Web…in May, the company mailed a record 13 source books, totaling 3,300 pages.

That might have impressed Wall Street, but once the social media backlash catches up with them, RH might find the only way it can make money is with recycling. 😉

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ByAndy Beal

Andy Beal is The Original Online Reputation Expert™. A bestselling author of two critically-acclaimed reputation management books, a keynote speaker at dozens of events, and brand consultant experience with thousands of individuals and companies.

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