Tactics > highlights from ECMOD


Catalogues T


here is so much information available to us to analyse how


well our sales are doing from each of our selling channels. But is the analysis really that simple? As the saying goes, don’t measure what is


easy, measure what is important. So how exactly does the catalogue fit into the process ? What about the softer issues? How do people think and feel when making a purchase? Pindar, a print and software provider, hosted


a conference session at ECMOD2010 backed by quantitive data to show that the print catalogue plays a very important role in today’s complex multichannel world of sales. Pindar partnered with Verdict Consulting


to conduct consumer and business-to-business research during the summer of 2010, hoping to understand the key role that the catalogue plays in driving people to purchase products in a multichannel environment. The aim of the research was to give insights into where the catalogue interacted most in the consumer’s buying process and how this was driving sales, especially online. As well as a survey of more than 2,000


individuals, Verdict held focus groups. A separate survey into the role of the catalogue was carried out in the busines-to-business sector involving 750 people from businesses across 10 market sectors. Graham North, market research manager at


Pindar explained, “the results of this research certainly challenge the prevalent perception of the catalogue as a declining or redundant aspect of the buying process. It confirms that the catalogue is a key element in any multichannel strategy and not a competitor for marketing budget.” Pindar contends that we are no longer the


carefree, or indeed careless, consumers that we were 20 years ago. These days, consumers still


want to buy but do so in a considered manner. Consumers are increasingly looking for quality and value and think longer about what they are buying. In addition, the consumer is more interested in the background of the product—where it’s manufactured, ethical and eco-friendly credentials, and so on.


Some key findings taken from the business-to-consumer research: The catalogue plays a key role in the early stages of purchase decisions; more than 53 percent of all purchases (£157 billion) are influenced by the catalogue. The catalogue is being used for seeking inspiration, gathering ideas, or just browsing for fun. Consumers then go on to purchase online, at a shop or directly from the catalogue. In fact, Pindar’s research found that 58 percent of all online sales are driven by catalogues. On average, we spend eight hours a month, or nearly one year of our lives, looking at catalogues. In terms of cross-media spend, a catalogue can be seen as great value for money especially as many remain in the home for a considerable time giving longer visibility of the brand. Ninety-one percent of catalogue users also recommend products in a catalogue to their family and friends. Whilst being a key influencer at the start, the catalogue also plays an important role at the end of the shopping process with nearly 21 percent of respondents regularly using a catalogue to directly buy products. Pindar emphasises the importance of maintaining all points of contact and the order form as part of the catalogue. The catalogue should be seen as complementing online and vice versa, the channels should not be seen as competing with each other.


B-to-b In the b-to-b sector, the data shows that the influence of the catalogue in purchasing products is even greater: • Ninety-five percent of purchasers use a catalogue as part of the buying process


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• Fifty-seven percent order a catalogue online


Catalogue e-business www.catalog-biz.com


are on-trend


The key messages from the consumer research: Traditional views of the catalogue—that it’s old-fashioned, dated, and a “lower-class way to shop”, do not hold true. Catalogues are critical influencers, at key points in the purchasing process. We live in an omnichannel world— web, catalogue, and store all working together.


Catalogues drive spend through channels of choice—for instance browsing a catalogue before shopping online.


In business-to-business the key messages are:


Catalogues are critical supporting tools. They are an integral part of the buying process.


Widely used within companies.


• Sixty-one percent of all catalogues received are used and circulated.


• Nine people on average use a catalogue in each business surveyed.


What this demonstrates is that the catalogue is not to be overlooked or dismissed as dated and expensive. It should be viewed as a key element of any strategic multichannel marketing strategy.


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