Mail-order catalog

The pattern

This commercial ad is filed under Mail-order catalog.

Define

A catalog that is the store: browse, choose, order, without a clerk and often without a website.

Mechanism

Assortment as argument. Density, numbering, and an order path do the closing. The book is the funnel.

Verdict

We have a range, remote buyers, and a way to take the order on the same object.

Why it works

The layout sorts the reader before it sells: two boxes, new cars on the right and used on the left, so every Lexus owner knows which half to read. Each tier is stated as a distance or a time, whichever comes first, which puts a clear limit on what each package covers. The 24/7 concierge number is the only next step.

The big idea

One service programme cut in two by the age of the car, so both the new-car buyer and the used-Lexus owner find a package made for them.

The offer

Prime Neo, 2024 models on: three tiers, from 50,000 km or 3 years to 100,000 km or 5 years. Prime Flex, 2023 models on: 3 years or mileage bands to 210,000 km.

Lines from the ad

وفّر في صيانة سيارتك الدورية وتمتّع بالخدمات القيّمة

Save on your car's regular maintenance and enjoy valuable services

Steal this when

When an after-sales programme serves owners of new and used products and each group needs to see its own plan first.