Retailing on the sofa
I just found details of a new piece of research that gives a new insight in to the current boom in catalogue effectiveness released by Experian, the data specialists. Some people pointing to the demise of the catalogue have ignored the simple pleasure of browsing a catalogue with a cup of tea in hand and credit card by your side.
In an internet age these channels compliment each other providing a ‘browse-able’ store in your own home (the catalogue) with an efficient fact-finding and ordering tool (the internet).
The key to what they call ‘flick-to-click’ shopping is the careful integration of offline and online channels. From reading and enjoying the catalogue through to ordering; the links, navigation, layout, messaging and buying triggers must be considered and seamless. With 80% of respondents in their survey finding product in a printed catalogue then ordering on the net.
But what could be driving over 50% of the population to order from home in the last 12 months? The modern catalogue buyer has little spare time and would probably prefer not to tour the local high street or retail park. This could suggest these traditional staples of the British Saturday afternoon are being seen less and less as leisure pursuits. Critically they also tend to be cash-rich consumers using home shopping for convenience. Consumers as they become more affluent tend to migrate from the high street, to out of town (driven by car ownership), to specialist catalogue (driven by total convenience).
The catalogue even since the days of the ‘club-book’ has always been more than a selling tool and provides both an in-depth branding opportunity over time, and if written and designed in the correct way, an informative piece of entertainment. With all the hype around ‘experience’ marketing concepts and immersing consumers in your brand, reading a humble catalogue actually ticks all the right boxes and drives tangible, measurable sales uplift.
The internet, rather than marking the demise of the catalogue is driving a boom in retailing on the sofa.
To find out more about catalogue retailing, contact Jupiter.
*Data from Experian Poll of 1,547 British consumers via press release
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