Turning the page on marketing
2nd Jun 2010
A few weeks ago I did something that I never thought I’d do; I ordered a catalogue. I have to admit that I actually found the whole experience rather convenient. As a serial magazine buyer I really enjoy the physicality of being able to flick through the pages rather than scrolling through a website. There is something familiar about the whole experience. It isn’t just me either, catalogues seem to be enjoying a revival and many big brands are reporting a newly emerging appreciation for the printed catalogue. According to The Royal Mail's latest Home Shopping Tracker study 45% of consumers will flick through a print catalogue before making an online purchase which is a year on year rise of 8%.
With the outdated ‘doorstop’ catalogues of the ‘80’s and ‘90’s being replaced by sleeker, more attractive publications, consumers seem to be getting more accustomed to putting down the computer mouse and browsing through a printed catalogue.
Clothing brands especially seem to be enjoying the revival. The tangible substance of a catalogue brings people together, readers can share and comment on the items in much more social way than the internet and they can bring the brand to life in a more accessible way than the web stores. And, many analysts have predicted that this rise in the popularity of the humble catalogue will continue.
As a physical starting point to a purchase, the modern catalogue seeks to provide an opening in which the brand can then entice consumers to their online shop or bricks and mortar stores.
The Creation Agency Marketing team seek to provide the most up-to-date marketing solutions for your business. Our team of creative designers can produce the printed collateral you need to compete in today’s rapidly changing marketing environment.
Published by
Dylan Slaney, Retail Solutions Director
dylan.slaney@creationagency.com, 0870 850 2274
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