More than ever, people shop the catalog but buy on the retailer’s Web site. This form of cross-channel shopping marries the pleasure of catalog browsing with the self-service mentality of online buying.
When catalogs drive online sales, they function as an advertising medium on par with commercial e-mail or paid search. Catalogs come in the mail. They are harder for consumers to ignore than e-mail. And a catalog that lies around the house can be a constant reminder of a product of interest. By contrast, a newspaper ad has a temporary life and a TV commercial a fleeting presence. Even the memory of an item seen in a store can fade after a consumer walks out the door.
Consumers enjoy flipping through glossy catalogs with rich photos of beautiful scenes and attractive models. Catalogs create product awareness. People often discover unfamiliar brands and get product ideas from a catalog. It enables purchasing. A catalog is portable and easy to share with other people. It can also build brand loyalty.
“Shopping the catalog and buying online is so prevalent that many catalog retailers attribute the vast majority of their Website traffic and sales to these shoppers,” said Jeffrey Grau, eMarketer senior analyst and author of the report, “The Role of Catalogs in the Multichannel Model.”
Retailers also drive this behavior out of necessity. Since a catalog has space constraints, retailers frequently feature select items in print and encourage catalog customers to go to their Website to see the full merchandise assortment. They also offer more product information online.
(Photo by KnOizKi)
