Do you have a favorite catalog?
In days past, the Sears Christmas edition or the Lana Lobell fashion catalogs were the birthplace of many shopping addictions.
But though these nostalgic beauties hold a special place in many hearts, catalogs certainly haven’t disappeared from today’s marketing landscape. Companies like L.L. Bean, Ikea, J. Crew, and Athleta continue to dominate sales through the distribution of printed catalogs.
And people enjoy reading them. According to USPS, 47% of people set aside catalogs to read later, and 84% of consumers said they genuinely enjoyed receiving unexpected catalogs from places they had previously shopped. Enthusiasm has soared – response rates from catalogs has increased 170% from 2004 to 2018!
Using Hard Copy Catalogs in Your Omnichannel Marketing
With a decrease in printed mail, today’s paper catalog is primarily a marketing tool – one of maximum potential during the holiday season.
The most sophisticated retailers are continuously working to build a seamless omnichannel operation, and companies that integrate catalogs, websites, and physical stores can simplify the shopping experience while closing more sales.
Print advertising is a great compliment to your online sales platforms, because print marketing often prompts greater follow-through. BRAND United reports that 86% of shoppers bought an item online after seeing it in a printed catalog.
Want to weave together catalogs and online purchasing? Here’s one inspiring example of a killer omnichannel strategy.
Quadratic: Selling the Adventure
For 30 years, Quadratic has prided itself on providing Jeep enthusiasts with the best parts and accessories for their customers.
From Antenna kits to light bars, Quadratic is committed to providing parts and accessories for daily on- and off-road needs.
Today millions of people receive Quadratec’s printed catalog in the mail. Even though there are more products on the company’s website than in their catalog, Quadratec uses printed catalogs to demonstrate it is an authoritative brand leader. Jeep enthusiasts love “jeeping,” and there’s just something about a giant catalog that gets that adventurer’s heart pumping!
In combination with its print success, Quadratec has elevated digital marketing efforts. By creating a corresponding mobile app, Quadratec allows customers to scan each product in the catalog with a mobile device. Scanned items bring customers to that item’s specific page on the website, so customers can easily tag it for a wish list, add it to their shopping cart, or purchase it from their phone.
Is this effective? Absolutely. Since launching its first AR-enabled catalog, Quadratec has experienced a three percent sales boost, and its mobile app is used an average of 200,000 times each month.
A One-Two Punch
Direct mail meets customers where they live, and catalogs are a long-standing customer favorite.
Data shows 44 percent of customers visit a brand’s website after receiving direct mail marketing, which is 10 percent more than people who visit landing pages after receiving an email. And because catalogs are extremely engaging, people feel more confident about purchasing when they receive one.
David Naumann, vice president of marketing for BRP, noted studies that have shown people can spend upward of 20 minutes looking at catalogs compared to the seconds they might spend looking at product images displayed online:
"When you have that physical catalog, customers might ponder it longer, even write notes on it," he said. "It’s something you really can’t replicate in other media."
Want to explore catalog marketing options for your business? Visit us online today for a free quote!
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