Articles
Catalogues? Catalogues? Who needs'em!
Ian Simpson | January 18th 2010
In a world increasingly dominated by all things cyber - we are frequently challenged about the necessity to produce catalogues. They are often seen as expensive, outdated and challenging to produce; to many it seems like a no-brainer - don't do them. But if you look at the volume of catalogues produced and mailed, you have to ask yourself - why do so many retailers bother?
Catalogues have to be seen as unique and specialised form of marketing and selling. A well-designed catalogue draws readers in and sells the products on a variety of levels. It builds a dialogue with readers and encourages them to explore. Nothing can get such a wide range of products in front of your customer's as effectively as a catalogue. They can be proactive, demanding, persistent, informative, persuasive and ultimately clinch the sale; they are your silent sales force.
They fit perfectly within the modern marketing mix and work effectively alongside all other forms of marketing. Modern marketing is all about targeting, brand building and creating a niche to exploit with all the tools available. To many, the web is seen as the ideal tool, it is highly interactive, content rich and very accessible - but unless you are an avid surfer or have a definite reason to look for a product, the web can be a difficult place to locate and buy products.
Recent research by the Royal Mail points to a greater awareness of the potential of catalogues amongst key retailers. Richard Roche, Head of Multi-channel Retail at Royal Mail, said: "Online retailers recognise the importance of utilising all customer communication channels... catalogues are important as they provide an effective route to point of purchase and are key to attracting new customers online." It has been proved time and time again that nothing beats a catalogue mailing for driving customers to you web site. Customers may ultimately order online, but the catalogue will have triggered the visit to the web site.
So, Catalogues? Catalogues? Is it a war cry or a death knell - I know the answer and so do the vast majority of astute marketers. Catalogues are great at building brand, attracting new customers, building web traffic and ultimately selling product. Catalogues are here to stay, and the new Pricing In Proportion regulations, along with the deregulation of the postal industry, presents a whole new set of opportunities to exploit.
