Many businesses suffered sharp drops in sales after cutting their print catalogs. Retailers across the globe are now experiencing a rebirth of the print catalog. They came to realize that three-quarters of the customers that make purchases are still reviewing catalogs. Catalogs provide consumers with something that online-only storefronts cannot: a feeling of relevance that communicates care and attention to their needs. Print Catalogs offer consumers physical material that can be easily accessed while on the go. Read the full article at https://www.retailonlineintegration.com/article/the-return-printed-catalog/1
So why did many companies cut catalog budgets?
When the Great Recession hit, retailers were looking to trim their expenditures - With the concurrent rise of online sales and marketing tactics, it seemed reasonable to cut various print collateral like catalogs. While some companies decided to continue producing their print collateral (notably Patagonia and Brookstone), others completely eliminated the print catalog all together (JC Penney).
Back with popular demand
According to the Direct Marketing Association (DMA), print catalog mailings grew in 2013 to 11.9 billion - the last time companies showed this much interest in catalog production was in 2007. This is a considerable growth considering in 2012 the DMA recorded that print mailings dropped to its lowest level since they began collecting data in 2001. Reputable brands like Anthropology, J.Crew, Restoration Hardware, and JC Penney have considerably increased their print catalog budgets - In 2014 these specialty retailers all launched new and improved print catalogs.
The recent rejuvenation in popularity of the print catalog raises questions regarding its long-term feasibility. Will companies drop production once an economic downturn arises? Is the increasing popularity merely a reflection of the Great Recession conclusion? With the emergence of multichannel marketing and the targeting/measurement capabilities the print catalogs provide - the short answer is no, they are here to stay. Marketing teams consistently struggle to measure their return on investments - digital techniques like social media campaigns and targeted broadcasts make it very hard to track the success of their initiatives. But print catalogs, with their specific mailing dates, tracking codes and customer identification numbers, measuring the ROI is much simpler. Furthermore, print catalogs allow businesses to reach a wider variety of market segments - Although many consumers have adopted digital e-commerce techniques, there still remains a substantial share of the market that continue to prefer shopping via print collateral.
An additional reason that print catalogs are here to stay is the introduction of automated catalog production - Onison's automated catalog application significantly reduces time spent on production, while simultaneously cutting costs. It's ease-of-use is unparalleled and has been in use by some of the worlds leading organizations. From small businesses to large enterprises, we offer a plan that is tailored to suit your needs.
View the complete suite of Onison's Brand Management Applications.