Catalogs Remain a Staple in Retailers’ Toolboxes

LISA HENTHORN | January 9, 2019

article image
Not so long ago, catalogs fell out of favor in the marketing world. During the 2007-2008 recession, retailers sought ways to cut costs, and many dramatically changed or eliminated catalog production as ecommerce and social media advertising took off. While some adapted their catalog practices to complement modern trends, rode out the recession and reaped rewards in the end, others axed the catalog altogether and suffered significant consequences. Land’s End, for example, opted to cease production of its catalog and proceeded to lose $100 million in revenue the following year. As the economy began to recover, though, some companies again began investing in catalog production as data showed many people still used them to make or research purchases. In fact, according to management consulting firm Kurt Salmon, at that time: 86% of women, ages 18 to 30, had bought an item from a catalog.

Spotlight

Solocal

Immerse yourself in the digital world and join the 4,400 talents that make SoLocal Group the recognized leader in digital communication. We carry out our mission with passion: to be the local, digital, trusted partner of companies in France to accelerate their growth, and offer the best digital and local experience to our users. And as with us, performance rhymes with good atmosphere, we develop innovative solutions in an inspiring work environment where life is good.

OTHER ARTICLES

What are the biggest barriers to AI adoption for retailers?

Article | February 24, 2020

According to KPMG’s “Living in an AI World 2020 Report,” retailers have some optimism, some skepticism and some pessimism about how artificial intelligence (AI) will impact the industry. The study explored how 751 insiders across five industries, including retail, view the future of AI in their sectors. On the downside, 64 percent of retail insiders agreed that the use of AI to help businesses is more hype than reality right now. The study also identified numerous challenges retailers believe they face in capitalizing on AI’s potential: AI readiness: Just 43 percent of retail respondents believe their employees are prepared for AI adoption. Relatedly, only 52 percent say their companies offer any type of AI training.

Read More

How In-Store Brands Are Taking Over In-Store

Article | April 10, 2020

CPG companies have been feeling the pain from store brands for close to a decade now. Increased quality, curated offerings and better graphics have all led shoppers to try and in many cases then switch to the store brand offering. The latest salvo in this war is about data. Supermarkets used to rely heavily on data and insights on everything from shelf placement to how to market and promote foods from the likes of their CPG partners as well as Nielsen and IRI, to name just a couple. Then "category captains" were created. Usually staffed from the leading CPG brand and headquartered at the retailer’s location, those CPG companies offered retailers insights and recommendations on how to sell more product across the entire category—not just their own brand. Those positions are being eliminated. The source and quality of data has changed. Grocers are relying on their own proprietary research to decide how and where and at what price to place products—their own brands as well as those from CPG.

Read More

3 Reasons Why Divante is The Solution To Your eCommerce Software Needs

Article | March 3, 2020

If you own a business, then hiring an eCommerce Software house is vital and will help you to gain a competitive advantage. An excellent eCommerce software house will provide you with software solutions that help you to manage your online business. All around the world, businesses are utilizing eCommerce software to help them with their online stores. Developing an eCommerce platform is not easy and the process is more detailed and elaborate than building a website. However, once eCommerce software has been set-up, users will find it easier to navigate through the platform perform simple tasks such as buying and selling. eCommerce software can help you with: Organizing your online inventory

Read More

Amazon could win big in the post-coronavirus retail economy

Article | March 19, 2020

Pundits are already speculating about the post-coronavirus culture and economy. Among the lasting, potential changes are more diversified supply chains, the mainstreaming of online education, more companies embracing work from home, stricter hygiene rules for restaurants and hotels (that survive) and other public places. And beyond all that, a great deal more online shopping. Unlike any other single event in our lives perhaps, the coronavirus and related economic fallout have the potential to massively shift U.S. consumer buying patterns. For the several years before the virus, we were seeing store closures and retail bankruptcies — the so-called retail apocalypse. That will be exacerbated and accelerated by the coronavirus and impending recession.

Read More

Spotlight

Solocal

Immerse yourself in the digital world and join the 4,400 talents that make SoLocal Group the recognized leader in digital communication. We carry out our mission with passion: to be the local, digital, trusted partner of companies in France to accelerate their growth, and offer the best digital and local experience to our users. And as with us, performance rhymes with good atmosphere, we develop innovative solutions in an inspiring work environment where life is good.

Events