Why the catalog must be part of your omnichannel marketing strategy

Create an emotional bond with consumers,

one catalog at a time

Introduction

Times have changed. Consumers are constantly connected to their smartphones and other devices. There are more smartphones on our planet than people. Catalog marketing has changed to evolve with this electronic demand. However, the fundamental goal of the catalog has not changed: to provide consumers with a pleasant experience of relevant and personalized content targeted to their needs to deliver a one-to-one message to drive sales.

While the catalog has changed in size and scope, it is certainly not a dead channel. Rather, it has become a modernized channel for brands to connect with consumers. Within this ebook, we share the key reasons why the catalog is essential to today’s successful omnichannel marketing strategy. Whether it’s print or digital, the catalog provides a compelling experience and it has proven results — it increases sales.

*ScienceNordic

“Reading print text versus digital helps the brain to form mental maps. Paper (print) speaks to your emotions.”*

It’s an effective channel to create

emotional connections that bond consumers

to brands.

They provide a true all-encompassing tangible

experience that brings brands and products to

life as consumers flip through the pages. New

versions of product specific catalogs are created

based on customers’ interests.

The catalog is one of the most predictable and

consistent channels for ROI.

It has relevance and resonance across a

variety of industries, from retail to B2B to

not-for-profit.

Catalogs are a welcome relief from a screen.

An unassuming, noninvasive and a terrific tool to

keep your brand top of mind without inundating

your customers with information.

They have an extended shelf life and

complement all media strategies.

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Benefits of the catalog:

Read on to learn more about the evolution of the catalog, why it’s more

relevant than ever today, and how to make it a driver of your customer

experience.

key omnichannel strategy

It all began in 1894 when Sears, Roebuck & Co.

launched its first catalog positioned as “The Book of Bargains: A Money

Saver for Everyone” (The Sears Big Book). It provided readers with an

experience, a form of entertainment, a way to fulfill their leisure time.…..

At the onset in 1894, key marketing strategies that are still applicable today were applied to the production of the catalog:

• Personalization: The Sears team drafted all of the copy within the catalog and drew on their personal experiences using language and expressions that resonated with the target audience.

• Relevant Content: Included testimonials from customers. New versions of product specific catalogs were created based on customers’ interests.

• Multichannel: Included an invite within the catalog for folks to come visit the Sears corporate office in Chicago.

This Big Book catalog was more than just a book filled with items to purchase. It provided readers with an experience, a form of entertainment, a way to fulfill their leisure time. It’s today’s version of the American Girl Doll catalog. Girls within the age group of 6 to 11 years old crave the experience of flipping through this catalog, planning their next in-store visit and deciding which doll and accessories are a must have. The American Girl brand creates their own unique experience for customers.

Even at the onset of the catalog, today’s marketing strategies were in play: personalization, relevant content and multichannel.The difference - the strategies were not implemented by technology, but the core principles and fundamentals of marketing were implemented by the people.*

Catalogs are emotional branding and help to create a personality for your brand.

Just like today, marketing was targeted based on the direct result of customerfeedback

☛

*Sears Holdings Corporation

Sears along with many other retailers stopped the production of their ‘big book catalog strategy’ in the early 1990’s and transitioned to a specialty catalog focus to keep consistent with the retail trends. This shift marked the transformation in the marketplace to specialty catalogs.

As a result of the transformation, the catalog has changed in size, scope and medium. Look at the Williams Sonoma catalog. The shift from the ‘large, all in one,’ catalog focus has changed. This specialty catalog has become an educational book, inclusive of online recipes, decorating ideas and “how to” instructions. The experience of the catalog has also changed. Now, on coffee tables, there is a different ‘subset’ of catalogs.. They’re specialized in categories – kitchen & bath, living room, outdoor spaces, seasonal holidays, etc. These specialized catalogs allow for an element of personalization – retailers choose which version of the book to send based on consumers’ interests and past purchase behavior. Additionally, recent studies have shown that print helps to drive comprehension – it creates an impression in the viewer’s mind driving a desire for them to want to make a purchase.

While the catalog has changed in scope, it remains a lively and active channel across both print and digital. It’s become omnichannel and has shifted to include digital e-catalogs that complement a print strategy and drive consumers to shop both online and in store. For example, a well-known retailer offering products that makes living luxurious with their indoor and outdoor items does an excellent job with their digital, e-catalogs. They categorize their online catalogs in an organized fashion making it easy for consumers to locate the item of interest to them. Further, they offer special discounts during the browsing stage.

The type of catalog is dependent on your customers’ preferences. Marketers must understand channel preferences and push relevant and personalized content within the preferred channel. But remember the golden rule of marketing: content first, channel second.

Case in point:

Take chic furniture brand Z Gallerie. Z Gallerie released its fall/winter catalog with brightly colored images that gave shoppers a tangible and fun way to interact with the brand, without being in stores. When they noticed that their catalogs were getting a lot of attention on Instagram, the company decided to launch the #PagesofStyle campaign to drive more sales. This integrated user-generated content campaign encouraged Z Gallerie catalog subscribers to share photos on Instagram and tag them with #PagesofStyle. The campaign even leveraged the catalog’s back cover to invite customers to participate. As a further incentive, each month one winner received a $250 Z Gallerie gift card.

Not only did the catalog bring the brand into people’s homes, but also it created social buzz. One month into the campaign, Z Gallerie saw a 25% increase in catalog sign-ups and a 16% increase in branded user-generated content.* How’s that for an increase in exposure?

When a catalog mails, online sales spike — both desktop and mobile. A typical cataloger will trace approximately 20% to 25% of their orders to a source code on the front end before a matchback.(TotalRetail)

*Direct Marketing News

Recommendations

Remember your objectiveYour catalog creates the powerful emotional experiences with consumers that drive sales. Because catalogs stand out in a world of technology, refine your creative strategy to maximize the emotional impact. Your catalog is your story; make it your time to shine.

Evaluate your strategy Catalogs can be used for new customer acquisition, customer retention, reactivation of lapsed customers, and cross-sell and upsell. In addition, catalogs are a great tool for new product launches. If you have a current catalog strategy in place, evaluate it. See if it’s meeting your goals.

Keep it targeted and simpleWhile your catalog tells a story, keep it targeted and simple. Make sure it is consistent with your brand experiences across all channels. Don’t forget to add some personalization – a little can go a long way in this channel.

Create consistent, seamless brand experiences across channels Your catalog is essential, but you have to drive a consistent seamless brand experience across channels. Think of your catalog as a brand ambassador. It’s a reflection of your brand from the front cover to the back page. Catalogs are the backbone of true customer experience. Leverage your offline creative across multiple channels to ensure a seamless brand experience.

Bring your product to life Finally, the experience of your product or brand begins with the catalog. The catalog creates an emotional connection to your brand by tapping into all senses. It reflects your story and is an effective means of communication to drive one-to-one marketing.

Whether it’s print or digital, the catalog provides a compelling experience and it has proven results.

So, as you’re reviewing your strategy, make sure the catalog has its right place within your omnichannel strategy and please let us know how we can help. Our Epsilon team has expertise in data, merge purge, creative and more.

To learn more, please call 800 309 0505 or email us at info@epsilon.com.

• 90+ million Americans

purchase from catalogs on an

annual basis with an average

spend of $850 million.

(American Catalog Mailers Association)

• Every $1 spent on print

advertising expenditures

generates an average of $12.57

in sales.

(DMA) Direct Marketing

• When a print catalog

mails, online sales spike. A

typical cataloger will trace

approximately 25% of their

orders to a source code on the

front end before a matchback.

(TotalRetail)

catstats