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.
Gah!@RestoHardware is still at it I see. Massive paper dump on my doorstep. pic.twitter.com/G1YYeuizMU
— Tony Spencer (@notsleepy) June 5, 2014
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.
Just got 15 POUNDS of catalogues from Restoration Hardware hand delivered by UPS. I once bought a harmonica there. pic.twitter.com/7MWUIaxl40
— Matt Passet (@MPasset) June 2, 2014
I bought a sconce once at Restoration Hardware. My punishment: today's delivery of a catalog for which ten acres must have been deforested.
— Jon Danziger (@jondanziger) June 3, 2014
— Scotty Reiss (@scottyreiss) June 2, 2014
This restoration hardware catalogue is as big as an ottoman. They basically mailed me paper furniture.
— Emily Dreyfuss (@EmilyDreyfuss) May 31, 2014
— Josh (@Tyrangiel) June 3, 2014
Thankfully, someone shared how to opt out…
— Jason Dixon (@obfuscurity) June 3, 2014
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.