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Although people associate catalogues with older consumers it is particularly effective with young consumers. They don’t get much mail and the novelty, and dare I say feeling of importance it offers, is a powerful mix.
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Diversity of opportunity is going to come from hardware too. 70 percent of iPhone users use their phone to make purchases. I have no figures for other smartphone users but it must be similarly high. The modern phone, like the declining desktop computer, is where all information comes together – email, social media updates and news services all converge in your customer’s pocket. It is logical that they will increasingly use it for purchasing. Whilst, sad to say, your business may well not be important enough in your customer’s lives to warrant developing an app, optimising your site for mobile both in usability and appearance is going to be increasingly important.
But it is not all going to be about the new in the future. The catalogue will continue, perhaps not in its current form, but in some form or other. The legacy media’s ability to drive traffic from non-brand-aware consumers is going to be important for some time to come. Although people associate catalogues with older consumers it is particularly effective with young consumers. They don’t get much mail and the novelty, and dare I say feeling of importance it offers, is a powerful mix.
I’ll tell you what you need to get on in the future – adaptability. New technology is going to throw up new and exciting ways for us to interact with our customers, and based on the last decade or so, it is going to be our customers who are going to be leading us. We will need to keep abreast both of macro and micro changes to the way that we do business and be able to discern the next big thing from a succession of dead ends.
I have the feeling that the changes have only just begun. In 1994 I thought we knew pretty much all there was to be known about catalogues - and they had been in existence for about 120 years at that point. We are less than 20 years down the internet trading route at the moment. There is a lot more to come.
ecmod DIRECT COMMERCE YEAR BOOK 2011 16
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