CATALOGUE & PRINT WEB VERSION: Click Here
stuck at home seeking inspiration and reliable sources of home delivered products.
Various reports say that catalogues have become increasingly desirable to consumers of all demographics. A welcome diversion from life in lockdown which is slowly but surely bringing about a rebirth of interest in ‘just looking’ – the difference being that the catalogue is being browsed rather than the web or the high street store. And it is more than a means to sell products. Well produced catalogues invite consumers into a less harried world. The paper quality,
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the crisp photography, the flowing copy all come together convincingly to share the brand story and build both confidence and rapport.
The future for catalogues and direct mail holds great promise. Many D2C retailers openly acknowledge that their response rates have spiralled, that their most profitable customers are recruited from print marketing, and that demand for products featured in catalogues and off the page advertising keeps growing. It is no secret that some of the really high growth brands like HelloFresh, Gousto, Aldi, and Freddie’s Flowers,
have joined long term print media believers like Sky and Saga, as major users of loose inserts, space advertising and door drops.
With many questions currently being aired about the truth behind the efficacy claims of digital advertising, 2021 is likely to see many more businesses testing direct mail, inserts and considering whether it is time to start producing catalogues. Those who currently ship customer orders without a further offer enclosed in the package are missing out massively on incremental sales revenues. A fact that is sadly missed by many who have grown up in a more digital world.
Direct Commerce |
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