print catalogue design as part of the marketing mix
Never underestimate the power of print
While digital is capturing headlines and budgets alike in on and offline retail, research shows the integration of print is having a very positive impact on in-store and online sales activity.
This blog outlines the commercial motives for keeping print in the marketing mix.
Print in an omni-channel world
Shoppers now expect a wide choice of shopping channels, be it online, mobile, in store or off the page.
In this omni-channel retail environment, catalogues provide consumers with a channel that is fine-tuned for the research stage of the purchase journey. If well designed, a catalogue can instantly offer browsers a relaxed and convenient way to make product comparisons before they go in-store or online. Or if they choose a purchase channel in its own right.
Catalogues boost online sales and brand
Recent studies have shown that just over a third of shoppers have a catalogue to hand when they go online to browse and shop an ecommerce site and catalogue users view more than double the average number of web page.
Catalogues are perceived as high value by consumers and are kept with research showing 70% of consumers keep catalogues in their homes for more than a month, and 34% for up to a year.
The importance of good catalogue design
We now know catalogues are readily kept. They are also a great way for retailers to get straight to the point in a way that online cannot. From the moment they land on the doormat, a catalogue contributes to the sales journey through its cover.
With visuals processed 60,000 times faster by the brain than text, cover design is an integral part of the purchase process. As soon as it is pushed through the letter box, the cover design connects the reader to the key brand messages, communicates lifestyle aspirations and inspires the reader to open the book and start turning the pages.
Ultimately, for it to succeed, the catalogue needs to motivate consumers to purchase before they have even opened it. Once they have, good quality editorial and design can enhance the experience further, with content in ‘magalogues’ and ‘lookbooks’ now matching that traditionally found in consumer magazines.
So, like the modern consumer, the print catalogue is ‘always on’, often sitting on coffee tables for weeks at a time and working to sell all the while. It is used as an aide to research and web browsing, as well as a purchase channel in its own right.
Compare that with the mere seconds a consumer may spend glancing at an email or web page and you begin to glimpse the power of print.
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