CATALOGUES BACK IN THE SPOTLIGHT


13


“In 2014 the Top 100 print magazines had a combined circulation of more than 19 million copies, whereas the Top 100 digital editions of magazines had a paltry 514,000 subscribers.”


Strategic Design Specialists in niche market catalogues and promotions +44 (0)20 7226 2231 ihj@thinkingeye.co.uk www.thinkingeye.co.uk


Buyers can no longer be the dominant


force in deciding what goes into a catalogue. Shoppers are demanding more from retailers, they want to be inspired and that means that selling space has to be sacrificed to give room for more aspirational photography and editorial content. Hangar Seven’s work on the Asda George Home catalogue is a prime example of how the catalogue’s role has evolved. Andy Johnson, Managing Director


of Retail Marketing, Hangar Seven, says ‘For George Home, we see the catalogue as the centre of a multi-channel shopper


engagement strategy. Essentially, we’re creating imagery that can be used as effectively on social media as it is in the catalogue. Our editorial teams are writing long form copy for the catalogue, which can be re-purposed to form tweets, blog posts and web updates. Whilst we’re building inspirational roomsets for stills imagery, we also create video content that uses those same roomsets. It’s about planning your content creation and them amplifying it across all channels – it’s an approach we call Connected Content – and the catalogue is at the heart of the strategy.’


Hannah McDermott, Asda Publication Manager added; ““Te George Home catalogue has been a central part of our marketing strategy for the brand and has been fundamental in changing shopper perceptions and influencing sales.” Catalogues, magazines, flyers,


magalogues. Forget the terminology and think about what you’re trying to achieve through print. Read all the magazines which serve your sector – 19 million consumers do – and ask yourself where you learnt more about what you wanted as opposed to simply what you could buy? JC Penny did and their catalogue is back.


Direct Commerce | www.directcommercemagazine.com


FEATURE


BALSTON & COMPANY


FELT.


BRAYBROOK & BRITTEN


ASPREY


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32