Are Catalogs Still Impactful?

By: Amanda Smith

I know a lot of times, marketers aren’t sure if certain types of advertising are really effective in the mobile world we live in, and I definitely understand why. Unlike digital marketing, catalogs don’t provide concrete data that can directly prove ROI. 

While I understand this point, some major retailers are rethinking how to use catalogs. Instead of relying on catalogs only as sales generators, large companies like Amazon, Anthropologie and Restoration Hardware are using them as vehicles for inspiration. Why is that important? Because they’ve found that these handy little tools pique the consumer’s interest and drive them to online platforms where active shopping and buying are happening.
 
I want to look into this a little bit further, so I’ve broken down four reasons why catalogs are still effective in our tech-heavy lives.
 
1.Catalogs drive interested customers online.
 
Catalogs are really the first touchpoint in a customer relationship, and they’re extremely helpful in softening up cold prospects. Remember, you don’t just want vanity numbers on your website – you want to know that the people looking are actually interested in buying your items. By showing a small sample of your brand’s unique identity and products in a catalog, you’ll entice interested shoppers to visit your website, learn more and even place an order.
 
2.Retailers have honest expectations about catalogs.
 
Instead of expecting a significant rise in sales from one print catalog, companies are recognizing that catalogs serve a different purpose – they’re a supplemental way to increase brand awareness, spark ideas and reach customers when they’re offline.
 
3.Catalogs reach targeted audiences.
 
You can target your reach with catalogs. Take it from top retailers and focus on sending catalogs to specific audiences based on factors like geographic location, online behaviors (including the types of products they buy), the industries they’re in and more. This way, you can target the right types of prospects – ones that are the best fit for your business.
 
4.Catalogs have a long shelf life.
 
Prospects are likely to hold onto catalogs or pass them along to colleagues, giving them a lot of staying power. Just one catalog will be referenced over and over throughout the year.