60088 Catalogue Retailing

7/31/2019 60088 Catalogue Retailing

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What is Catalogue Retailing?


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Catalogue Retailing

Non-store retailing format

Retail offering is communicated

through a catalogue to the

consumers


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Mail-order catalogues debuted in 1856 when Orvis began

selling fishing gear in USA.

In 1872, Aaron Montgomery Ward made an arrangement

with the National Grange, America's largest farming

organisation, to offer 163 items of merchandise under'The Original Wholesale Grange Supply House'.

Catalogue Retailing: The Roots..


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Aaron Montgomery Ward was an American

businessman notable for the invention of mail order.The mail-order industry was started by Aaron

Montgomery Ward in 1872 in Chicago.


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Catalogue retailing evolved in the west to meet the needs

of far-flung towns and rural settlements since regular

retail stores could not be established or profitably run in

each area.

Very often, retailers use catalogues as a complementary

channel to store retailing.

Catalogue Retailing: The Roots..


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Catalog Retailing: Few Examples..

UK's Argos, now also in India, evolved its unique

catalogue-stores, making physical stores a walk-in

opportunity for the much bigger catalogue from which

customers could place orders. Argos UK has annual sales of close to 2.6 billion Pounds

annually and the catalogue is present in over 70 per cent

of UK homes.


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First launched in Mumbai in 2006.

HyperCity Retail India Ltd, along with Shopper's Stop

Ltd, entered into a franchise agreement with Home RetailGroup, UK, to offer a unique multi-channel shopping

experience underHyperCity Argos.

Retailing of products through the medium of a book withmore than 300 pages, listing over 4,000 products.

Catalog Retailing:Argos India Story


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After two years of its operations in India, the company

decided not to proceed.

A decision to discontinue the trial following the initialtwo year development period has been taken mutually by

Home Retail Group [and partners] Shoppers' Stop and

HyperCity. The trial had not met the planned

performance levels to support the investment required inthe current Indian economic climate," the company said.



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The trade reports suggested that Argos's strategy in India

had been executed poorly and that Shopper's Stop, one of

the partners, was unhappy with the stores' initial

performance.

The product delivery was restricted to the customers

within Mumbai only.



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Lovy Khoslfs Elvy, which offers high-end home decorand interior products through a catalogue entered India in2005.

Elvy facilitates customers across India to place ordersthrough their catalogue.

Operating successfully in India.

Catalog Retailing: elvy India Story


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The Elvy catalog business, unlike other mail-order

catalogues, has a distinctive way of selling. All products

are delivered on orders and payments for the same are

made on delivery.

It has a distinctive way of selling. All products are

delivered on orders and payments for the same are made

on delivery.

Catalog Retailing: elvy India Story


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Whether catalogue retailing can survive without a

physical store?

What are the challenges to successful catalog retailingin India?

What type of merchandise categories can be moreappropriately sold through catalogs?

Catalog Retailing: Some Questions

Documents

60088 Catalogue Retailing