In a digitized world, populated with e-connected consumers, wearables and smart devices, good old print catalogue seems a bit of a vieux jeu. Yet some of the world's leading retailers decided to revive the concept in a bid to boost their online sales. Guess what, it actually worked.

Retailer JCPenney, which closed down their print catalogue division 5 years ago, recently decided to resurrect this classic sales and marketing tool. The decision came after the store chain had found out that print catalogues triggered more online sales. After deeper data analysis, JCPenney realized that a number of online sales actually started when the customer was browsing through a catalogue offline.

Glossies are back

The role of print magazines is to whet consumers' appetites. Sufficiently encouraged and intrigued, customers then visit retailer websites to order more online. According to the survey by management consultancy firm Kurt Salmon, as many as 31 percent of shoppers use a print catalogue when they shop online. The investment into print both helps increase brand awareness and boosts online shopping.
The same study revealed that 58 percent of online shoppers browsed catalogues for ideas, while 31 percent had a retailer’s catalogue with them when they made a purchase online. Women ages 18 to 30 appeared to be particularly motivated by catalogues; they claimed that print catalogues enhanced their impression of a retailer. Significantly, 45 percent said that catalogues stimulated their interest in a retailer’s products. A spectacular 86 percent confessed that they had bought an item after first seeing it in a catalogue.

Sourcebook of ideas

Among some unquestionable advantages of a print catalogue is a chilled-out convenience that comes with perusing a carefully edited, aesthetically appealing magazine. You can do it while watching TV or taking a bubbly bath. It is easy for a whole family to circle their favourite items. Browsing a print catalogue just seems way easier than scanning through its online counterpart.
Williams-Sonoma catalogue seems to be a perfect example of a traditional paper catalogue that brings back the joy of a leisurely perusal. Today's marketing experts perceive catalogues less as tools and more as magazines for consumers. Consequently, catalogues became more editorial, while their function is that of an almanac of shopping ideas.
Shopping trends from brick-and-mortar stores may have some impact on how those catalogues are composed, but at the end of the day it all boils down to creating a vision for shoppers - a vision that motivates their purchasing behaviours.

Great stats, high RoI

Statistics from the Direct Marketing Association demonstrate that the number of catalogues delivered across the U.S. hit its peak of around 19 billion in 2007. After several years of shrinking numbers, 2013 brought about another surge and catalogues were delivered to nearly 12 billion addresses in the U.S.

So the demand is there, but what about the production costs? The average catalogue costs about $1 to produce and send, reveals the American Catalog Mailers Association. That said, the return on investment is quite high. According to some experts, a catalogue can bring in $2 for every prospective customer it reaches and $10 for every returning customer.
Fantastic digital experience, e-mail campaigns and huge marketing investments are one thing, but nothing can replace a well edited and curated print catalogue. While attracting consumers to products, it helps them connect with the brand and remind them of their presence across all channels.

Sources: http://www.psfk.com; http://www.pymnts.com; http://www.marketingpilgrim.com
Photo: Williams-Sonoma catalogue