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Brief Published: 2 Nov 2011

Boden’s Hard Nut to Crack


London-based mail-order fashion brand Boden is using wit to reach out to lapsed customers via cleverly personalised catalogues.

The cheeky catalogues are printed with the phrase “You’re a hard nut to crack [insert name]”, and have been sent to customers who requested a catalogue up to a year ago, but have not yet placed an order.

The brand’s shrewd promo walks a smart line between befriending consumers and being over-familiar, a lesson which many retailers (especially those beginning to dabble in the connective realm of social media) could learn from.