CATALOGUE FUTURES
9
Now this is quite an achievement for a single fronted store in a
secondary site in a district of Bristol. Tey managed it by doing all the things that a modern catalogue should do only with a store.
Branding with graphics
Tey produce, with a limited budget, magnificent windows displays each season. Tis is of course the equivalent of a great front cover. Tere are two of them on this page. Tey display the brand personality perfectly and are extraordinarily engaging. Te detailing of the display, see Tor’s present on this page as an example, the wit that makes you think that going into this hardware store may actually be a rather more pleasant experience than your average hardware store and definiteley more appealing than schlepping out to B&Q.
Branding with merchandise
In the modern catalogue the merchandising is part of the brand building exercise. As your catalogue pushes traffic to other channels where there is ample opportunity to show your product range more comprehensively, there is less need for the catalogue range to be exhaustive. It’s purpose is to show breadth, personality and authority. Anybody can put together a comprehensive catalogue range – it takes merchandising nous to put together a shorter range that builds a brand. Cotham Hardware does not disappoint. Te store lays in front of you a range of products both familiar and unfamiliar. Somehow in the relatively small space there is room for “goodness me I
haven’t seen that for years” and “I wondered where I could get one of those” and “now that looks interesting” products. Should you not see what you want on display, such is the effect of the merchanidising that you have no hesitiation of going up to the counter to enquire if what you need is in the storeroom which it usually is.
Differentiate yourself from the pack with information and services
Finally the modern catalogue should present to the consumer information and services that the average company does not. It may be off topic articles tangentially related to the company, information regarding process or services. Keeping these relevant to the lives of your consumers is key here. Tis Christmas (I am writing this in early December) the hardware store’s current special service is knife sharpening. When did you last see a knife sharpening service? Getting your knives sharpened is one of those things that you mean to get around to and never do because the whole thing is such a faff. If someone makes it easy for you then they will probably get you as a customer for life. Te consumer’s expectation of what a catalogue should provide is changing and if you are to keep up you have to change with them. It is the most exciting thing that has happened in the industry in years and offers amazing opportunities to be creative and amaze and delight your customers. And if it can be done with a local hardware store just think what fun you can have with the resources at your disposal.
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