The latest Restoration Hardware catalog arrived by mail today. The 3 catalogs combined in one neat plastic bundle weighed in at 4.6 pounds, so it could have arrived by wheel barrow or burro because I wasn’t around for the delivery.
While the catalog is artfully photographed and arranged, what company in their right mind is still sending out hefty and pricey catalogs in these days of social media-driven eCommerce? (And I would hate to think about the impact on the environment to print and deliver all 4.6 pounds of interior design ideas – talk about carbon footprints.) Not only was the catalog heavy, I didn’t see anything that mentioned any of Restoration’s social media accounts – and it was even hard to find a link to the Restoration Hardware website in the catalog. When I just visited the Restoration Hardware website, I didn’t even see any mention of social media anywhere. I did find a lame Twitter account that has not been updated in more than a year, but I couldn’t find a Facebook Fan Page.
My rhetorical question is “hey Restoration, did you ever hear of Pinterest?”. But then, I already know the answer to that because Restoration Hardware does have a very active Pinterest page. I am sure the US Postal Service appreciated the little blip in their monthly revenues from delivering these heavy tomes, but wouldn’t it have been easier to just send a postcard with a link pointing me to the Restoration Hardware Pinterest page? And if I were Restoration Hardware, I would then promote the heck out of the Pinterest page because it is much more social than a doorstop of a catalog that is probably heading directly to the recycling trashcan at most households.
So, thank you Restoration Hardware for the catalog and inspiration to write a new blog post. My unanswered question is “does Restoration Hardware have a social media strategy?” Based on the latest catalog and how hard it was to find any social media activity, I think there is a huge disconnect between their print and digital strategies – and I would be curious to get an answer.