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7 Reasons to Use Catalogues

Where Catalogues were once a direct-response vehicle, they now drive consumers to the internet to place an order online. Increasingly pure-players (Internet-based companies) are also using catalogues as follow-up to a first online purchase.

It seems that customers still enjoy sitting down and thumbing through a good-quality catalogue, relaxing as they allow themselves to be inspired by the ideas and products. Catalogues are going through a renaissance because of the versatility and practicality of the printed publication. In a world where anybody can launch a website, the expertly crafted catalogue is highly valued by marketer and customer alike.

With new formats and the introduction of editorial content, there’s little doubt that print catalogues still play an important role in the retail sector – and will do for some time to come.

7 Reasons to Use Catalogues

1. Accessibility• The advantages of print catalogues is their ease of use, level of trust and

accessibility. They’re portable, aspirational and designed to be picked up repeatedly

• While the internet has a role to play in any retail operation, catalogues offer a complete brand-in-the-hand, with every product available at a glance

• Research shows that 38% of consumers look first at products in catalogues before purchasing the product online (E-Commerce in the Nordics, 2011)

Information• The catalogue is a lightweight and readily available source of information, with

most questions answered within its pages• Research shows that 34% of consumers say catalogues offer a better product

overview (E-Commerce in the Nordics, 2011)• Information about products is now even richer with the use of QR codes,

Augmented Reality and Near Field Communication, which give the consumer the ability to access online content

7 Reasons to Use Catalogues

2.

7 Reasons to Use Catalogues

3. Driving Traffic• Recently more online shops are starting to use printed catalogues or

magalogues• Catalogues will bring readers to the physical or online store, vouchers, QR

codes, Augmented Reality, Near Field Communication or personalisation of content will facilitate this action

Brand Building• A catalogue offers an opportunity to draw the customer into the brand’s

world, giving them an experience that goes beyond the shop window• The brand has a significant amount of time with the customer allowing them

to strengthening the brand image• Catalogues now include editorial content, creating the ‘magalogue’ – a

combination of entertainment, education and advertising

4.

7 Reasons to Use Catalogues5. Targeting opportunities

• The catalogue is just one of the many consumer touch points and should be part of the omni-channel strategy for most retailers

• Catalogues work best when their distribution is targeted, their ideal audience defined by a wide range of variables

• Database and big data management, targeting, re-targeting and customer tracking is all becoming part and parcel of how brands try to better direct catalogues to potential consumers

Paper and pixel integration• Often catalogues are seen as a 'look book', showing what is available in a

physical or virtual store. J.C. Penny for example re-launched the use of catalogues after five years of absence to support sales

• The catalogue offers the possibility for a online purchase. Retailers flawlessly integrate the printed catalogue into their online strategy

• The integration of offline and on-line goes beyond mentioning the URL, IKEA uses for example Augmented Reality to show the functionality of their cupboards and kitchens

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7 Reasons to Use Catalogues

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3. Effectiveness• Catalogues in combination with the directness and immediacy of online

shopping, increase the effectiveness of both• Catalogues working with the website, call center and store, and its ability to

have its success measured quickly and accurately is a real advantage for the marketing executive