Catalog creating is a global trend in 2020. Many worldwide brands and retailers use online and printed catalogs to increase sales. Among these brands, you might know Nordstorm, Patagonia, and Amazon. Let’s have a look into statistical proof of how the use of catalogs improves the company’s performance.
In February 2020, Jonatan Zhang published the result of the US-based jewelry and luxury watches retail study. His findings are impressive! A company that sends catalogs to their clients experienced 49% lift in sales, and 125% lift in inquiries compare to those who did not.
Do you think it’s a power of email marketing? Wrong. Those who used emails only increased sales by 28% and lift inquiries by 77% percent. You see that the catalog makes a huge difference. Let’s find out why.
More than 75% of the company’s revenue comes from repeat purchases. So, once a person buys something, he or she agrees on receiving information about the existing promotion. The companies used that email list to share the digital catalog, which is a great way to enhance repeat purchases.
For sure, not every catalog will lead to that outstanding result. Today we will discuss what you have to keep in mind before starting a catalog to reach your goal.
1. What is your goal?
You have probably read different articles that are talking about how important it is to define your goal at the very beginning. Since a catalog is usually a part of the broader marketing campaign, this rule works here as well.
Are you going to target new customers, or you want to concentrate on repeat purchases?
Do you want to increase customer loyalty, or is nothing better than a simple increase in sales?
Do you want your clients’ orders right from the catalog, go to your website, or come to a store?
Finding answers to these questions, you will form an idea on how to present products, which structure of the catalog should be, and which information included is better to be included.
2. How old is your client?
A couple of months back, I was talking to one of the Catalog Machine clients. He told me that they are interested in the PDF version of the catalog because their clients are mostly older people who prefer to ‘have something in their hands.’
It’s not the only outcome you may retrieve out of knowing how old your target audience is. It’s actually a specific field in marketing called generational. Because people from different generations are making buying decisions also differently.
Baby Boomers: They are the most loyal customers you can find on the market. Once baby boomer bought something from you a couple of times, be sure he is going to be your customer for long years. So, no need to concentrate on brand loyalty when you create a catalog for them. This generation also likes different kinds of promotions: cashback, upsale, etc. So, be sure you will mention free shipping and mark the lowest prices on the pages of your catalog.
Generation X: Send your catalog via email. According to InnoMedia, NuStats, and Vertis, 86% of this generation brings in the mail every day, and 68% have used coupons they received in the mail. They are also very busy. Today the typical representative of generation X is around 40. He/she is working, paying bills, and caring about children. You can imagine how busy they are. So, be sure you include only necessary information in your catalog and be clear with your call to action.
Millennials: If you want to reach out millennials, go online, preferably on Social Media. Share your catalog on Facebook, Twitter, Instagram, and be sure you will receive a response. Millennials also appreciate other people’s opinions. It would be nice to include a testimonials section to the catalog or use opinion leaders to promote it.
Generation Z: These young people care about the world. Mention how socially and environmentally responsible your company is to gain their trust. Millennials are skeptical about old-fashion advertising techniques. So, you should make your offer personalized. To do this, segment them and create a catalog for each of the segments.
3. What do your stakeholders think?
Before sending your catalog to the target audience, share it with your stakeholders. Ask what does your team members, investors, merchandisers, and in-store experts think. First of all, you will receive valuable feedback. There is always something you might oversee. Secondly, you will show that you value their opinion. A good and loyal team is the core of your business.
4. What is your budget?
The catalog created by a designer, especially for you, is probably the best. At least when we are talking about visually appealing. However, a good designer asks for a good salary. Moreover, you will need a new catalog every time you come up with a new collection. You also don’t want to present products that are out of stock.
On the other hand, preparing that kind of catalog takes lots of time. Due to one of our clients, their designer was not fast enough to update the catalog every time they received new products.
The excellent option here is the combination of the catalog creating software, such as Catalog Machine, with more professional editing tools, such as InDesign or Photoshop. 
All of the points are necessary for catalog success. So, take a minute and think about your answers to these questions. And after this, create your account at Catalog Machine and start the catalog that will work!
